文章基本信息

标题：Estratégia de marketing criativo e execução efetiva sobre o seu desempenho no Paquistão
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作者：Muhammad Ishtiaq Ishaq ; Nazia Munazer Hussain
期刊名称：RAE - Revista de Administração de Empresas
印刷版ISSN：2178-938X
出版年度：2016
卷号：56
期号：6
页码：668-679
语种：English
出版社：RAE - Revista de Administração de Empresas
摘要：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 environmental 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 marketing strategy and effective execution are positively associated with business performance. Moreover, environmental uncertainty and strategic orientation play a moderating role in the above relationships.
关键词：Marketing strategy;Creativity;Strategic orientation;Firm performance;Pakistan;Estrategia de marketing;Creatividad;Orientación estratégica;Desempeño de firmas;Paquistán;Estratégia de marketing;Criatividade;Orientação estratégica;Desempenho empresarial;Paquistão