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Market Situation Interpretation and Response: The Role of Cognitive Style, Organizational Culture, and Information Use

White, J. Chris - ; Varadarajan, P. Rajan - ; Dacin, Peter A. - ;

Improving marketing decision making requires a better understanding of the factors that influence how managers interpret and respond to a market situation. Building on extant literature, the authors develop a model that delineates antecedents of and responses to the interpretation of a market situation. Using case scenario methodology, the authors test the model in the context of a marketing decision (annual advertising and promotion budget recommendation) with data collected from a nationwide sample of hospital marketing executives. The results of the partial least squares analysis show that (1) cognitive style, organizational culture, and information use affect the extent to which managers perceive a given market situation as one in which they can control the outcomes of their decision; (2) the more managers perceive a situation as controllable, the more they appraise that situation as an opportunity; and (3) the more managers appraise a situation as an opportunity, the greater is the magnitude of their response. Printed Journal


Ketersediaan

Call NumberLocationAvailable
JM6703PSB lt.dasar - Pascasarjana1
PenerbitChicago, IL: American Marketing Association 2003
EdisiVol. 67, No. 3, Jul., 2003
SubjekHospitals
Decision making
Statistical analysis
Models
Perceptions
Opportunity
Market strategy
studies
Organizational beha
ISBN/ISSN0022-2429
KlasifikasiNONE
Deskripsi Fisik17 p.
Info Detail SpesifikJournal of Marketing
Other Version/RelatedTidak tersedia versi lain
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