IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v34y2017i1p173-193.html
   My bibliography  Save this article

The effect of firms' structural designs on advertising and personal selling returns

Author

Listed:
  • Lee, Ju-Yeon
  • Sridhar, Shrihari
  • Palmatier, Robert W.

Abstract

Firms make substantial investments in advertising and personal selling to improve their performance, but it is unclear how returns on the promotional mix vary across different corporate-level organizational structures. This article identifies and integrates two structural designs that foster customer alignment, namely, structural type (i.e., organizing corporate-level business units around customer instead of product groups) and structural granularity (i.e., dividing a firm into smaller business units), then investigates how these customer-aligned structural designs moderate the effects of the promotional mix on firm performance. An analysis of 14years of longitudinal, multisource, secondary data reveals that the performance effect of investments in advertising and personal selling are enhanced by customer-aligned structural designs. However, the synergistic effects of joint investments in advertising and personal selling get suppressed in customer-aligned structures because functional fragmentation results from internal inefficiencies and complexities. To specify the tensions involved across the different structures, the authors conduct a post hoc analysis and thereby derive organizational structure–specific guidelines.

Suggested Citation

  • Lee, Ju-Yeon & Sridhar, Shrihari & Palmatier, Robert W., 2017. "The effect of firms' structural designs on advertising and personal selling returns," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 173-193.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:1:p:173-193
    DOI: 10.1016/j.ijresmar.2016.06.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811615301464
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2016.06.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Brickley, James A. & Van Drunen, Leonard D., 1990. "Internal corporate restructuring : An empirical analysis," Journal of Accounting and Economics, Elsevier, vol. 12(1-3), pages 251-280, January.
    2. Jayant R. Kale & Ebru Reis & Anand Venkateswaran, 2009. "Rank‐Order Tournaments and Incentive Alignment: The Effect on Firm Performance," Journal of Finance, American Finance Association, vol. 64(3), pages 1479-1512, June.
    3. Prasanna, P.H.S.N. & Gunaratne, L.H.P & Withana, W.D.R.S., 2004. "Economic Analysis of Paddy Threshing Methods," Sri Lankan Journal of Agricultural Economics, Sri Lanka Agricultural Economics Association (SAEA), vol. 6, pages 1-17.
    4. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
    5. Michael C. J. Mayer & Christian Stadler & Julia Hautz, 2015. "The relationship between product and international diversification: The role of experience," Strategic Management Journal, Wiley Blackwell, vol. 36(10), pages 1458-1468, October.
    6. Peter Doyle & John Saunders, 1990. "Multiproduct Advertising Budgeting," Marketing Science, INFORMS, vol. 9(2), pages 97-113.
    7. Lev, B & Thiagarajan, Sr, 1993. "Fundamental Information Analysis," Journal of Accounting Research, Wiley Blackwell, vol. 31(2), pages 190-215.
    8. Ju-Yeon Lee & Shrihari Sridhar & Conor M. Henderson & Robert W. Palmatier, 2015. "Effect of Customer-Centric Structure on Long-Term Financial Performance," Marketing Science, INFORMS, vol. 34(2), pages 250-268, March.
    9. Gustavo Grullon, 2004. "Advertising, Breadth of Ownership, and Liquidity," The Review of Financial Studies, Society for Financial Studies, vol. 17(2), pages 439-461.
    10. Arellano, Manuel, 2003. "Panel Data Econometrics," OUP Catalogue, Oxford University Press, number 9780199245291.
    11. Eelco Kappe & Ashley Stadler Blank & Wayne S. DeSarbo, 2014. "A General Multiple Distributed Lag Framework for Estimating the Dynamic Effects of Promotions," Management Science, INFORMS, vol. 60(6), pages 1489-1510, June.
    12. Robert P. Leone, 1995. "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover," Marketing Science, INFORMS, vol. 14(3_supplem), pages 141-150.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Guitart, Ivan A. & Hervet, Guillaume, 2017. "The impact of contextual television ads on online conversions: An application in the insurance industry," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 480-498.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ryoo, Juyoun & Jeon, Jin Q. & Lee, Cheolwoo, 2016. "Do marketing activities enhance firm value? Evidence from M&A transactions," European Management Journal, Elsevier, vol. 34(3), pages 243-257.
    2. Li, Yang & Liu, Feng, 2021. "Joint inventory and pricing control with lagged price responses," International Journal of Production Economics, Elsevier, vol. 241(C).
    3. Kamel Jedidi & Carl F. Mela & Sunil Gupta, 1999. "Managing Advertising and Promotion for Long-Run Profitability," Marketing Science, INFORMS, vol. 18(1), pages 1-22.
    4. Hailiang Chen & Prabuddha De & Yu Jeffrey Hu, 2015. "IT-Enabled Broadcasting in Social Media: An Empirical Study of Artists’ Activities and Music Sales," Information Systems Research, INFORMS, vol. 26(3), pages 513-531, September.
    5. Cheong, Chee Seng & Yu, Chia-Feng (Jeffrey) & Zurbruegg, Ralf & Brockman, Paul, 2021. "Tournament incentives and institutional ownership," International Review of Economics & Finance, Elsevier, vol. 74(C), pages 418-433.
    6. Philip Hans Franses, 2021. "Marketing response and temporal aggregation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 111-117, June.
    7. Grewal, Rajdeep & Mills, Jeffrey A. & Mehta, Raj & Mujumdar, Sudesh, 2001. "Using cointegration analysis for modeling marketing interactions in dynamic environments: methodological issues and an empirical illustration," Journal of Business Research, Elsevier, vol. 51(2), pages 127-144, February.
    8. Kiygi Calli, M. & Weverbergh, M. & Franses, Ph.H.B.F., 2008. "Modeling the Effectiveness of Hourly Direct-Response Radio Commercials," ERIM Report Series Research in Management ERS-2008-019-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    9. Zhang, Tianjiao & Shen, Zhe & Sun, Qian, 2022. "Product market advertising and stock price crash risk," Pacific-Basin Finance Journal, Elsevier, vol. 71(C).
    10. Du, Ding & Osmonbekov, Talai, 2020. "Direct effect of advertising spending on firm value: Moderating role of financial analyst coverage," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 196-212.
    11. Breuer, Ralph & Brettel, Malte, 2012. "Short- and Long-term Effects of Online Advertising: Differences between New and Existing Customers," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 155-166.
    12. Andrew T. Crecelius & Justin M. Lawrence & Ju-Yeon Lee & Son K. Lam & Lisa K. Scheer, 2019. "Effects of channel members’ customer-centric structures on supplier performance," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 56-75, January.
    13. Greg Filbeck & Xin Zhao & Daniel Tompkins & Peggy Chong, 2009. "Share price reactions to advertising announcements and broadcast of media events," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 30(4), pages 253-264.
    14. Ralph Breuer & Malte Brettel & Andreas Engelen, 2011. "Incorporating long-term effects in determining the effectiveness of different types of online advertising," Marketing Letters, Springer, vol. 22(4), pages 327-340, November.
    15. Franses, Philip Hans & Kloek, Teun & Lucas, Andre, 1998. "Outlier robust analysis of long-run marketing effects for weekly scanning data," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 293-315, November.
    16. Koen Pauwels, 2004. "How Dynamic Consumer Response, Competitor Response, Company Support, and Company Inertia Shape Long-Term Marketing Effectiveness," Marketing Science, INFORMS, vol. 23(4), pages 596-610, June.
    17. Vasilii Erokhin & Dmitry Endovitsky & Alexey Bobryshev & Natalia Kulagina & Anna Ivolga, 2019. "Management Accounting Change as a Sustainable Economic Development Strategy during Pre-Recession and Recession Periods: Evidence from Russia," Sustainability, MDPI, vol. 11(11), pages 1-23, June.
    18. repec:hal:spmain:info:hdl:2441/dambferfb7dfprc9m052g20qh is not listed on IDEAS
    19. Bradley Blaylock & Bradley P. Lawson & Michael A. Mayberry, 2020. "Taxable income, future profitability, and stock returns," Journal of Business Finance & Accounting, Wiley Blackwell, vol. 47(7-8), pages 858-881, July.
    20. Michis Antonis A, 2009. "Regression Analysis of Marketing Time Series: A Wavelet Approach with Some Frequency Domain Insights," Review of Marketing Science, De Gruyter, vol. 7(1), pages 1-43, July.
    21. Tahir Andrabi & Jishnu Das & Asim Ijaz Khwaja & Tristan Zajonc, 2011. "Do Value-Added Estimates Add Value? Accounting for Learning Dynamics," American Economic Journal: Applied Economics, American Economic Association, vol. 3(3), pages 29-54, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:34:y:2017:i:1:p:173-193. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.