Creative marketing strategy and effective execution on performance in Pakistan
The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environmental uncertainty are used as moderating variables. Data are collected from 368 key informants working...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2016 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Revista de Administração de Empresas |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/64796 |
| Acceso en línea: | https://periodicos.fgv.br/rae/article/view/64796 |
| Access Level: | acceso abierto |
| Palabra clave: | Marketing strategy Creativity Strategic orientation Firm performance Pakistan Estrategia de marketing Creatividad Orientación estratégica Desempeño de firmas Paquistán Estratégia de marketing Criatividade Orientação estratégica Desempenho empresarial Paquistão |
| Sumario: | The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environmental uncertainty are used as moderating variables. Data are collected from 368 key informants working in Fast-Moving Consumer Goods (FMCG), banking, pharmaceutical, chemical, insurance, and engineering industries using a multi-stage random sampling technique. Factor analysis and multiple hierarchal regressions are used to test the study hypotheses. The results indicate that creative marketing strategy and effective execution are positively associated with business performance. Moreover, environmental uncertainty and strategic orientation play a moderating role in the above relationships. |
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