IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this book

L'accountability ou l'obligation de rendre des comptes ressenties par le praticien du marketing : variable médiatrice entre antécédents personnels et réponses comportementales

Listed editor(s):
  • Pras, Bernard
Registered editor(s):
Listed author(s):
  • Casenave, Eric
Registered author(s):

    Marketing has been criticized for its lack of accountability, which is qualified by a misalignment with strategic objectives. Most of the researches propose that marketing accountability must be reinforced with more performance measures. In this doctoral thesis, we employ a different approach in treating the marketer as unit of analysis. We identify a marketers’ professional identity and make a distinction between two types of felt accountability: an accountability felt in a decision-Making situation (ASR) and an accountability felt within an organization (AOR). ASR is positively influenced by self-Determination that is a component of marketers’ professional identity, where self-Determination reduces conformity. In making marketers accountable, we show that that they seek to make the best decision according to marketing objectives even if they are conflicting with strategic objectives. In studying managers’ behavior, we show that role ambiguity, which is consistent with marketing practice, reduces AOR. Organizational cultures that promote accountability increase the likelihood of role conflicts detrimental to performance. However, the likelihood of role conflict is moderated by organizational cultures provided they encourage collaboration and initiatives. This type of culture is consistent with marketers’ professional identity therefore contributing to performance. Finally, we propose an accountability model tailored to marketing practice within the organization.

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below under "Related research" whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    as
    in new window

    This book is provided by Paris Dauphine University in its series Economics Thesis from University Paris Dauphine with number 123456789/14636 and published in 2014.
    Order: http://basepub.dauphine.fr/xmlui/handle/123456789/14636
    Handle: RePEc:dau:thesis:123456789/14636
    Note: dissertation
    Contact details of provider: Web page: http://www.dauphine.fr/en/welcome.html

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:dau:thesis:123456789/14636. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandre Faure)

    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 references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.

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

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.