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The making of marketing decisions in modern marketing environments

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  • Nordin, Fredrik
  • Ravald, Annika

Abstract

Currently, marketing is undergoing a major shift driven by environmental disruptions and advances in marketing technologies. This shift has implications for marketing decision-making. However, research on how marketing managers navigate modern marketing environments’ complex, volatile, and data-intensive nature is limited. This study addresses this gap by qualitatively analyzing marketing managers’ decision-making processes in 15 companies. Using the naturalistic decision-making approach and the situative perspective on cognition and action as theoretical lenses, we identify three key characteristics of decision-making in modern marketing environments—namely, agility, inventiveness, and reflexiveness. Our findings provide empirically grounded insights into the cognitive and behavioral processes involved in marketing decision-making and contribute to a deeper understanding of how managers navigate—and respond to—modern marketing environments’ challenges.

Suggested Citation

  • Nordin, Fredrik & Ravald, Annika, 2023. "The making of marketing decisions in modern marketing environments," Journal of Business Research, Elsevier, vol. 162(C).
    • Handle: RePEc:eee:jbrese:v:162:y:2023:i:c:s0148296323002308
    DOI: 10.1016/j.jbusres.2023.113872
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    References listed on IDEAS

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