The Making of Marketing Decisions in Modern Marketing Environments
Year: 2022
Type: article
Abstract: Currently, marketing is undergoing a major shift driven by environmental disruptions and advances in marketing technologies. This shift has implications for marketing decision-making. However, research on how marketing managers navigate modern marketing environments’ complex, volatile, and data-intensive nature is limited. This study addresses this gap by qualitatively analyzing marketing managers’ decision-making processes in 15 companies. Using the naturalistic decision-making approach and the situative perspective on cognition and action as theoretical lenses, we identify three key characteristics of decision-making in modern marketing environments—namely, agility, inventiveness, and reflexiveness. Our findings provide empirically grounded insights into the cognitive and behavioral processes involved in marketing decision-making and contribute to a deeper understanding of how managers navigate—and respond to—modern marketing environments’ challenges.
Source: Journal of Business Research
Authors: Fredrik Nordin, Annika Ravald
Institutions: Stockholm University, Hanken School of Economics
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,440
OpenAlex ID: W4361027506