Processo de estratégia de marketing: analisando as relações sequenciais entre suas atividades estratégicas

• Autores: Lucas Lira Finoti, Ana Maria Machado Toaldo, Loise Cristina Schwarzbach, Renato Zancan Marchetti
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 21, Nº. 4, 2019, págs. 767-787
• Idioma: portugués
• DOI: 10.7819/rbgn.v21i5.4031
• Títulos paralelos:
  • Marketing Strategy Process: analyzing the sequential relationships among its strategic activities
• Enlaces
  • Texto completo  1    2  
• Resumen
  • English

    Purpose – Our focus in this paper was to analyze the activities inherent in marketing strategy making. We aimed to sequentially test the relationships between the activities belonging to the formulation and implementation processes of marketing strategy.

    Design/methodology/approach – We collected data from 105 firms through an online cross-sectional survey, using Partial Least Squares (PLS) path modeling for the data analysis.

    Findings – Considering the formulation of marketing strategies, our results show that communication quality positively influences cross-functional integration, which in turn affects strategic consensus. About strategy implementation, we have found that resource commitment is influenced by strategic consensus, and it influences the emphasis on marketing capabilities.

    Originality/value – The main contribution of this study is the relationships established between the marketing strategy process activities. We have changed the focus of the investigation from the causes and consequences of the strategy process to the analysis of how each element contributes to the process dynamics. We also contribute to the research stream on marketing strategy making by explaining how marketing strategy formulation and implementation may be related through strategic consensus.

  • português

    Objetivo – O objetivo deste artigo foi analisar as atividades inerentes à elaboração da estratégia de marketing. Nosso objetivo foi testar sequencialmente as relações entre as atividades pertencentes aos processos de formulação e implementação da estratégia de marketing.

    Metodologia – Coletamos dados de 105 empresas por meio de um estudo transversal online, usando a modelagem de caminho por Mínimos Quadrados Parciais (PLS, na sigla em inglês) para a análise de dados.

    Resultados – Considerando a formulação de estratégias de marketing, nossos resultados mostram que a qualidade da comunicação influencia positivamente a integração interfuncional que, por sua vez, afeta o consenso estratégico. Sobre a implementação da estratégia, descobrimos que o comprometimento de recursos é influenciado pelo consenso estratégico e influencia a ênfase nas capacidades de marketing.

    Contribuições – A principal contribuição deste estudo são as relações estabelecidas entre as atividades do processo de estratégia de marketing. Mudamos o foco da investigação, de causas e consequências do processo estratégico para a análise da forma com que cada elemento contribui para a dinâmica do processo. Também contribuímos para o fluxo da pesquisa sobre a elaboração de estratégias de marketing, explicando como a formulação e implementação da estratégia de marketing podem ser relacionadas por meio do consenso estratégico.

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