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EMAC 2021 Annual Conference

The role of informal perspective on marketing control combinations

Published: May 25, 2021


Paola Ortiz-Rendón, Institución Universitaria Esumer; José Munuera-Alemán, Universidad de Murcia; Luz Montoya Restrepo, Universidad Nacional de Colombia


Decisions involving marketing control combine formal and informal mechanisms, which can be the result of the mixing or substitution of different types of control and also generate other systems that affect organizational results in a more favorable way. The aim of this paper is to identify the relationship between control combinations and organizational results, and to analyze the relationships between the variables attributed to the marketing managers with marketing control combinations. The paper is based on 301 cross-sectional surveys involving managers at Colombian companies, using PLS-SEM. The results show that, when managers implement high-control systems, the market-related and financial results are always higher compared to high-clan control. In addition, the manager's satisfaction levels and work motivation are higher in high control systems than they are with other control systems.