Publication: Reexaminig the adoption of the marketing concept
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1996-03
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Abstract
This article presents an original method of analysis to solve an old yet seldom recognized problem, how organizations adopt the marketing concepto The empirical study was conducted in a representative sample of insurance firms in Belgium. The organizational dimensions of the marketing adoption studied were: 1. marketing organization, 2. marketing responsibilities, and 3. marketing strategies. This research studies those organizational aspects of the adoption of marketing, their association with business performance measures, and the intentionality followed in the adoption process. It was found that firm performance was associated with several organizational factors as well as with the marketing tactics, and the adoption of marketing was not the result of an intentionally planned process. The results show that the adoption of marketing is a multidimensional process that does not prevent the coexistence within a firm of structures and actions belonging to different evolutionary stages. These results contradict the models that consider the adoption of marketing from an environmental deterministic perspective and neglect the related organizational aspects from its adoption.
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Insurances sector, Services, Marketing, Organizational adoption