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Exploring marketing's loss of influence to lead change and improve performance: A qualitative phenomenological study.

机译：探索营销对领导变更和提高绩效的影响的丧失：一项定性的现象学研究。

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摘要

The current qualitative study using a phenomenological approach explored a loss of marketing influence to lead organizational change and its implementation to improve the performance of selected companies operating in health care, health insurance, medical equipment, real estate, and banking and finance markets in South Florida. Limited information is currently available about marketing influence within firms. Two research studies a decade apart focused on marketing influence within firms turned out significant disagreements pertaining to marketing influence and the loss of marketing leadership image and influence within researched firms. In this study, face to face semi-structured audiotaped interviews were conducted with a purposive sample of 15 managers from diverse functions. Journal entries documented the data that could not be recorded. The research was conducted and analyzed over a 6-month period. Nvivo 9 qualitative analysis software was used to develop codes, categories, and themes from interviews and nine open-ended questions from a survey. The primary themes that emerged from the study were marketing loss of leadership was a threat to organizational reputation and sustainability, evidence of marketing value contribution to measure accountability to profitability, marketing leadership, credibility, and respect across functions and from senior management, the value of change, consumer oriented culture, and customer satisfaction. Major recommendations for future research included expanding the sample incorporating consumer packaged-goods and information technology firms. Research possible qualitative metrics for marketing performance and assess non-financial metrics to measure marketing creativity contribution. Narrow the scholarly-practice gap and determine the source of lateral influence of marketing leadership.
机译：当前使用现象学方法进行的定性研究探索了失去市场影响力以导致组织变革及其实施，以改善在南佛罗里达州从事医疗保健，健康保险，医疗设备，房地产以及银行和金融市场的部分公司的业绩。当前关于公司内部市场影响力的信息有限。相隔十年的两项研究侧重于公司内部的营销影响，结果发现与营销影响以及所研究的公司内部营销领导力形象和影响力丧失有关的重大分歧。在这项研究中，针对15名来自不同职能部门的经理人进行了有目的的抽样调查，进行了面对面的半结构化录音采访。日记帐分录记录了无法记录的数据。进行了为期6个月的研究并进行了分析。 Nvivo 9定性分析软件用于通过访谈和调查中的九个开放性问题来开发代码，类别和主题。该研究得出的主要主题是：营销失职导致对组织声誉和可持续性的威胁；营销价值贡献的度量，以衡量对盈利性的责任感，营销领导力，信誉以及对职能的尊重以及高层管理人员的重视，变化，面向消费者的文化和客户满意度。未来研究的主要建议包括扩大样本中包含消费品和信息技术公司的样本。研究可能的营销绩效定性指标，并评估非财务指标以衡量营销创造力贡献。缩小学术与实践之间的差距，并确定营销领导者的横向影响的根源。

著录项

  • 作者

    De La Cruz B., Luis I.;

  • 作者单位

    University of Phoenix.;

  • 授予单位 University of Phoenix.;
  • 学科 Business Administration Marketing.;Sociology Organizational.;Business Administration Management.
  • 学位 D.M.
  • 年度 2012
  • 页码 266 p.
  • 总页数 266
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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