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Investigating Process Maturity Modeling as an Advertising Process Improvement Paradigm

Author

Listed:
  • Doss Daniel Adrian

    (University of West Alabama, USA)

  • Henley Russ

    (University of West Alabama, USA)

  • Hong Qiuqi

    (Guangzhou College of Technology and Business, International Educational College, Guangdzu, Guangdong, China)

  • Pickett Trey

    (University of West Alabama, USA)

Abstract

This article examined a variant of the Capability Maturity Model integrated (CMMi) through the lens of advertising process improvement. The population and sample were taken from a national array of U.S. marketing organizations. Using ANOVA, a 0.05 significance level, and a stratification of service marketing organizations versus product marketing organizations, the study showed a statistically significant difference (F(1, 304) = 4.03; p = 0.04; ω2 = 0.00) regarding the hypothesis representing the notion that processes were potentially sporadic, chaotic, and ad hoc. This notion corresponded to the first maturity level of the examined process maturity framework. With respect to the Likert-scale data representing the first maturity level, the successive means analysis showed that both service marketing firms (M = 2.99) and product marketing firms (M = 2.74) reported neutrality regarding whether processes were deemed sporadic, chaotic, and ad hoc. Thus, the respondents perceived no evidence of the first maturity level among the queried work settings. Future studies may examine different stratifications of marketing firms (e.g., for-profit versus non-profit; domestic versus international; and so on) to better explore the proposed advertising maturity model.

Suggested Citation

  • Doss Daniel Adrian & Henley Russ & Hong Qiuqi & Pickett Trey, 2019. "Investigating Process Maturity Modeling as an Advertising Process Improvement Paradigm," Marketing of Scientific and Research Organizations, Sciendo, vol. 32(2), pages 1-26, June.
    • Handle: RePEc:vrs:mosaro:v:32:y:2019:i:2:p:1-26:n:1
    DOI: 10.2478/minib-2019-0028
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    References listed on IDEAS

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    1. Duarte, Duarte & V. Martins, Paula, 2013. "A Maturity Model for Higher Education Institutions," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 1(1), pages 25-45.
    2. Daniel Cukier & Fabio Kon, 2018. "A maturity model for software startup ecosystems," Journal of Innovation and Entrepreneurship, Springer, vol. 7(1), pages 1-32, December.
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