Exploring the mediating role of marketing planning in enterprise marketing capabilities Online publication date: Wed, 14-Dec-2022
by Joana Sofia da Fonseca; Álvaro Dias; Leandro Pereira; Renato Lopes da Costa; Rui Gonçalves; Rui Vinhas da Silva
International Journal of Business Environment (IJBE), Vol. 14, No. 1, 2023
Abstract: In a constant changing market, firms must develop their ability to adapt developing strategies and marketing actions that capture the attention of potential consumers and meet their needs. Reputation management becomes a key resource that, through a structured marketing planning, captures a purpose of interaction of the companies' marketing capabilities, getting them to develop conscious actions in line with the market preferences. Thus, it is intended to understand the role of planning in marketing capabilities, exploring the direct and indirect effects of the several variables presented and the mediating effect of planning between brands' reputation and their marketing capabilities. The conceptual model was tested using PLS-SEM and survey data from 180 SMEs. The results concerning the direct effects and the mediating effect of planning in the marketing capabilities complement the existing research.
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