Title: Role of capability and professional marketing control in business results

Authors: Paola Andrea Ortiz-Rendón; Jose Luis Munuera-Alemán; Luz Alexandra Montoya Restrepo

Addresses: Department of Organizational Engineering, Universidad Nacional de Colombia, Avenida 80 #65 – 223, Medellín, Colombia ' Department of Marketing, Universidad de Murcia, Campus Universitario de Espinardo, 30100 Murcia, Spain ' Department of Organizational Engineering, Universidad Nacional de Colombia, Avenida 80 #65 – 223, Medellín, Colombia

Abstract: Managers today increasingly demand proof that marketing decisions influence business results. This study explores the link between capability and professional marketing control, examining their effects on both non-financial and financial outcomes. We conducted a cross-sectional survey of 301 marketing managers and analysed the data using partial least squares structural equation modelling (PLS-SEM) via SmartPLS 4. The results reveal the mediating role of professional control in explaining how capability control influences financial outcomes. Moreover, the findings offer evidence of the positive effect of capability control on non-financial results. This work advances the understanding of marketing control across industries and its impact on business performance, with a specific emphasis on professional and capability control.

Keywords: marketing capability control; marketing professional control; non-financial results; financial results.

DOI: 10.1504/IJMDM.2026.152085

International Journal of Management and Decision Making, 2026 Vol.25 No.2, pp.159 - 183

Received: 02 May 2025
Accepted: 08 Aug 2025
Published online: 06 Mar 2026 *

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