Keywords
planning
marketing policies
marketing performance
food industries
How to Cite
Abstract
The current study aimed to reveal the impact of the marketing policy planning process on the marketing performance of food industry companies in Algeria, given the presence of organizational flexibility as an intervening variable. To achieve the objectives of this study, an online survey was designed to collect primary information from the study sample. In light of this, data were collected, analyzed, and hypotheses were tested using the Statistical Package for the Social Sciences (SPSS) and path analysis using the Amos program. The study sample consisted of (373) units. Results showed a statistically significant relationship between marketing policy planning and marketing performance. The results also indicated the impact of organizational flexibility dimensions on the relationship between marketing policies planning process and marketing performance. In addition, the study presented a set of recommendations, most notably: the need to support and assist senior management. Senior management must commit to planning as a business philosophy and best practices, and middle management must see, witness, and sense this commitment.
References
Ambler, T., Kokkinaki, F., Puntoni, S. (2004). Assessing Marketing Performance: Reasons for Metrics selection. Journal of Marketing Management. https://doi.org/10.1362/026725704323080506
Bahrami, M. A., Kiani, M. M., Montazeralfaraj, R., Zadeh, H. F., Zadeh. M. M. (2016). The Mediating Role of Organizational Learning in the Relationship of Organizational Intelligence and Organizational Agility. Osong Public Health Res Perspect, Jun 7(3), 190-196. https://doi.org/10.1016/j.phrp.2016.04.007
Clark, B. (1999). Marketing Performance Measures: History and Interrelationships. Journal of Marketing Management. https://doi.org/10.1504/IJBPM.2001.000101
Croteau, A., Raymond, L. (2004). Performance Outcomes of Strategic and IT Competencies Alignment. Journal of Information Technology, 19, 178-190. https://doi.org/10.1057/palgrave.jit.2000020
Darymple, J. D., Parsons, J. L. (2000). Marketing Management (7th ed.). John Wiley and Sons. https://books.google.dz/books/about/Marketing_Management.html?id=EVIpy99KGiEC&redir_esc=y
Dijkstra, T. K., Henseler, J. (2015). Consistent partial least squares path modeling. MIS Q. 39, 297-316. https://doi.org/10.25300/MISQ/2015/39.2.02
Dikici, T. (2024). Factors Shaping Organizational Agility. Exploratory research into factors that are essential in organizational agility across diverse sectors. https://hj.diva-portal.org/smash/get/diva2:1863241/FULLTEXT01.pdf
Fornell, C., Larcker, D. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388. https://doi.org/10.2307/3150980
Hadrian, P., Milichovský, F., Mráček, P. (2021). The Concept of Strategic Control in Marketing Management in Connection to Measuring Marketing Performance. MPPI Journal, 13(7), 3887. https://doi.org/10.3390/su13073887
Hair, J. F., Risher, J. J., Sarstedt, M., Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. Eur. Bus. Rev. 31, 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J., Black, W. C., Babin, B. J., Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Prentice Hall. https://www.researchgate.net/publication/237009923
Hair, J., Black, W., Babin, B., Anderson, R. (2006). Multivariate data analysis. Prentice Hall. https://books.google.dz/books/about/Multivariate_Data_Analysis.html?id=WESxQgAACAAJ&redir_esc=y
Hair, J., Sarstedt, M. R. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40, 414-433. https://doi.org/10.1007/s11747-011-0261-6
Henseler, J., Ringle, C. M., Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. Int. Mark. Rev. 33, 405-431. https://doi.org/10.1108/IMR-09-2014-0304
Huang, L. H., Zhu, H. L. et al. (2021). Digital Transformation and Management of Enterprises: Research Framework and Prospects. Journal of Management Science, 24, 26-35. https://doi.org/10.1007/s44176-024-00032-z
Kaplan, R., Norton, D. (1996). Linking the Balanced Scorecard Strategy. California Management Review, 39(1). https://doi.org/10.2307/41165876
Kotler, P. (2000). Marketing Management (10th ed.). Prentice Hall. https://books.google.dz/books/about/Marketing_Management.html?id=r5duSQAACAAJ&redir_esc=y
Kotler, P., Keller, K. (2009). Marketing Management (13thed.). Prentice Hall. https://www.google.dz/books/edition/Marketing_Management/t94QngEACAAJ?hl=fr
Ludviga, I., Kalvina, A. (2023). Organizational Agility During Crisis: Do Employees’ Perceptions of Public Sector Organizations’ Strategic Agility Foster Employees’ Work Engagement and Well-being?. Employee Responsibilities and Rights Journal, 36, 209-229. https://doi.org/10.1007/s10672-023-09442-9
McCarthy, E., Perreault, W. (2000). Essentials of Marketing (8thed.). McGraw Hill. https://books.google.dz/books/about/Essentials_of_Marketing.html?id=3IArAQAAMAAJ&redir_esc=y
Ngai, E. W. T., Chau, D. C. K., Chan, T. (2011). Information technology, operational management competencies for supply chain agility. Journal of Strategic Information Systems. Vol. 20, No. 3, 232-249. https://doi.org/10.1016/j.jsis.2010.11.002
Olszak, C., Zurada, J. (2015). Information technology tools for business intelligence in organization. Polish journal of management studies, Vol. 12, No. 1. https://doi.org/10.1080/10580530.2021.1971021
Park, Y. (2011). The Dynamics of Opportunity and Threat Management in Turbulent Environments: The Role of Information Technologies. ERIC. https://eric.ed.gov/?id=ED534930
Pei-Ying Huang, Ben Niu, Shan L. Pan (2021). Platform-based customer agility: An integrated framework of information management structure, capability, and culture. International Journal of Information Management, Vol. 59, August. https://doi.org/10.1016/j.ijinfomgt.2021.102346
Peng, M., Lin, K., Peng, D., Chen, P. (2019). Linking Organizational Ambidexterity and Performance: The Drivers of Sustainability in High-Tech Firms. Sustainability. https://doi.org/11.3931.10.3390/su11143931
Sangari, M., Razmi, J. (2015). Business intelligence competence, agile capabilities, and agile performance in supply chain: An empirical study. Logistics Management, 26(2), 356-380. https://doi.org/10.1108/IJLM-01-2013-0012
Sherehiy, B. (2008). Relationships between agility strategy, work organization and workforce agility. M.A. Psychology. Jagiellonian university. Poland. https://www.semanticscholar.org/paper/Relationships-between-agility-strategy%2C-work-and-Sherehiy/a02e5acd97c6124e51a88d466cce868a7ef114ea
Stevenson, W. (2007). Operation Management, (9th ed.). McGraw Hill. https://bookstation.org/book/Production%20Operation%20Management%20William%20J%20Stevenson-4896535
Vrontis, D., Christofi, M., Pereira, V., Tarba, S., Makrides, A., Trichina, E. (2021). Artificial intelligence, robotics, advanced technologies and human resource management: a systematic review. The International Journal of Human Resource Management, 33. 1-30. https://doi.org/10.1080/09585192.2020.1871398
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) 2025 Modern Management Review