Percepção de adoção de instrumentos de mensuração de resultados de marketing relacionado à maturidade da indústria

• Ano de defesa: 2014
• Autor(a) principal: Campos Junior, Henrique de
• Orientador(a): Botelho, Delane
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Métricas de marketing; Maturidade da indústria; Percepção de gerentes; Proposição de escalas
• Palavras-chave em Inglês: Marketing metrics; Industry maturity; Manager perception; Scale proposition
• Link de acesso: https://hdl.handle.net/10438/11539

This thesis studies the Perceived Adoption of Marketing Results Measuring Instruments (PAIMRM) and its relation to Industry Maturity (MI) to which companies belong. Its main objectives are (1) to develop and validate a scale of PAIMRM, and (2) to test a theoretical model that relates PAIMRM with MI. These objectives also unfold into secondary objectives, which are: (A) discuss the implications of this theoretical model in different stages of MI and (B) test a similar theoretical model that relates PAIMRM and Company Maturity (ME). For this 385 questionnaires were collected from Marketing executives in various companies and different waves of collection. First a scale of PAIMRM with 16 items and 6 dimensions was developed and validated by a procedure that included seven steps: (1) Conceptual Definition of the Construct, (2) Generation of Items, (3) Content Validation, (4) Definition Dimensions, (5) Data Analysis, (6) nomological validity, (7) Known Groups Validity . In step 6, two hypotheses were tested and supported by two structural equation models. The first model supported the relationship between PAIMRM and MI (H1), with good model fit to the data, while the latter supported the relationship between PAIMRM and ME (H1.b) with reasonable model fit to the data. In step 7, three hypotheses were tested using analysis of differences between means and analysis of categorical variables, to three known groups: low MI , medium MI and high MI. It is common in industries with low MI concerns for the lack of infrastructure, technology and market definition, explaining the expectation that PAIMRM in nonmature industries is low. At intermediate MI stages, the companies in an industry underwent ‘natural selection’ and some of the issues that define the business model 12 were answered, but not systematic nor assimilated by managers, so that the time and effort taken to evaluate corporate performance is greater, resulting in increased PAIMRM, explaining the expectation that PAIMRM is higher in mature industries. Finally, in subsequent stages of MI, consolidation of business models, assimilation of knowledge gained from previously acquired information and the relative decline of changes in the industry environment, reduce the effort to track the business, it is supposed that PAIMRM is low in mature industry. The hypothesis that PAIMRM is low when MI is low (H2.a) was supported by both tests, while the hypothesis that PAIMRM is high when MI is medium (H2.b) and PAIMRM is low when MI is high (H2.c) were not supported. Managerial implications include specific decisions to adopt instruments for measuring marketing results for each MI stage, since such decisions are influenced by both the maturity of the industry in which the company operates and the company's own maturity.