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Role of capability and professional marketing control in business results

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  • Paola Andrea Ortiz-Rendón
  • Jose Luis Munuera-Alemán
  • Luz Alexandra Montoya Restrepo

Abstract

Managers today increasingly demand proof that marketing decisions influence business results. This study explores the link between capability and professional marketing control, examining their effects on both non-financial and financial outcomes. We conducted a cross-sectional survey of 301 marketing managers and analysed the data using partial least squares structural equation modelling (PLS-SEM) via SmartPLS 4. The results reveal the mediating role of professional control in explaining how capability control influences financial outcomes. Moreover, the findings offer evidence of the positive effect of capability control on non-financial results. This work advances the understanding of marketing control across industries and its impact on business performance, with a specific emphasis on professional and capability control.

Suggested Citation

  • Paola Andrea Ortiz-Rendón & Jose Luis Munuera-Alemán & Luz Alexandra Montoya Restrepo, 2026. "Role of capability and professional marketing control in business results," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 25(2), pages 159-183.
    • Handle: RePEc:ids:ijmdma:v:25:y:2026:i:2:p:159-183
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