CREATIVE MARKETING STRATEGY AND EFFECTIVE EXECUTION ON PERFORMANCE IN PAKISTAN
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| Format: | Artículo científico |
| Language: | en |
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Fundação Getulio Vargas
2016
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| _version_ | 1876434274415017984 |
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| author | MUHAMMAD ISHTIAQ ISHAQ |
| author_facet | MUHAMMAD ISHTIAQ ISHAQ |
| contents | CREATIVE MARKETING STRATEGY AND EFFECTIVE EXECUTION ON PERFORMANCE IN PAKISTAN MUHAMMAD ISHTIAQ ISHAQ NAZIA MUNAZER HUSSAIN Administración y Contabilidad Pakistan creativity firm performance Marketing strategy strategic orientation The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environ- mental uncertainty are used as moderating variables. Data are collected from 368 key informants working in Fast-Moving Consumer Goods (FMCG), banking, pharmaceutical, chemical, insurance, and engineering industries using a multi-stage random sampling technique. Factor analysis and multiple hierarchal regressions are used to test the study hypotheses. The results indicate that creative marke- ting strategy and effective execution are positively associated with business performance. Moreover, environmental uncertainty and strategic orientation play a moderating role in the above relationships. 2016 artículo científico 0034-7590 https://www.redalyc.org/articulo.oa?id=155148577007 en http://www.redalyc.org/revista.oa?id=1551 RAE - Revista de Administração de Empresas application/pdf Fundação Getulio Vargas RAE - Revista de Administração de Empresas (Brasil) Num.6 Vol.56 |
| format | Artículo científico |
| id | redalyc_155148577007 |
| institution | Redalyc |
| language | en |
| publishDate | 2016 |
| publisher | Fundação Getulio Vargas |
| spellingShingle | CREATIVE MARKETING STRATEGY AND EFFECTIVE EXECUTION ON PERFORMANCE IN PAKISTAN MUHAMMAD ISHTIAQ ISHAQ Administración y Contabilidad Pakistan creativity firm performance Marketing strategy strategic orientation CREATIVE MARKETING STRATEGY AND EFFECTIVE EXECUTION ON PERFORMANCE IN PAKISTAN MUHAMMAD ISHTIAQ ISHAQ NAZIA MUNAZER HUSSAIN Administración y Contabilidad Pakistan creativity firm performance Marketing strategy strategic orientation The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environ- mental uncertainty are used as moderating variables. Data are collected from 368 key informants working in Fast-Moving Consumer Goods (FMCG), banking, pharmaceutical, chemical, insurance, and engineering industries using a multi-stage random sampling technique. Factor analysis and multiple hierarchal regressions are used to test the study hypotheses. The results indicate that creative marke- ting strategy and effective execution are positively associated with business performance. Moreover, environmental uncertainty and strategic orientation play a moderating role in the above relationships. 2016 artículo científico 0034-7590 https://www.redalyc.org/articulo.oa?id=155148577007 en http://www.redalyc.org/revista.oa?id=1551 RAE - Revista de Administração de Empresas application/pdf Fundação Getulio Vargas RAE - Revista de Administração de Empresas (Brasil) Num.6 Vol.56 |
| title | CREATIVE MARKETING STRATEGY AND EFFECTIVE EXECUTION ON PERFORMANCE IN PAKISTAN |
| topic | Administración y Contabilidad Pakistan creativity firm performance Marketing strategy strategic orientation |
| url | https://www.redalyc.org/articulo.oa?id=155148577007 |