Exportar Publicação

Fonseca, J., Dias, Á., Pereira, L., Lopes da Costa, R., Gonçalves, R. & Vinhas da Silva, R. (2023). Exploring the mediating role of marketing planning in enterprise marketing capabilities. International Journal of Business Environment. 14 (1), 15-36

J. P. Fonseca et al.,  "Exploring the mediating role of marketing planning in enterprise marketing capabilities", in Int. Journal of Business Environment, vol. 14, no. 1, pp. 15-36, 2023

@article{fonseca2023_1732200964970,
	author = "Fonseca, J. and Dias, Á. and Pereira, L. and Lopes da Costa, R. and Gonçalves, R. and Vinhas da Silva, R.",
	title = "Exploring the mediating role of marketing planning in enterprise marketing capabilities",
	journal = "International Journal of Business Environment",
	year = "2023",
	volume = "14",
	number = "1",
	doi = "10.1504/IJBE.2023.127690",
	pages = "15-36",
	url = "https://www.inderscienceonline.com/doi/abs/10.1504/IJBE.2023.127690"
}

TY  - JOUR
TI  - Exploring the mediating role of marketing planning in enterprise marketing capabilities
T2  - International Journal of Business Environment
VL  - 14
IS  - 1
AU  - Fonseca, J.
AU  - Dias, Á.
AU  - Pereira, L.
AU  - Lopes da Costa, R.
AU  - Gonçalves, R.
AU  - Vinhas da Silva, R.
PY  - 2023
SP  - 15-36
SN  - 1740-0589
DO  - 10.1504/IJBE.2023.127690
UR  - https://www.inderscienceonline.com/doi/abs/10.1504/IJBE.2023.127690
AB  - 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.
ER  -