市場対応の迅速性にマーケティングの管理体制が及ぼす影響

抄録

The aim of the present study is to reveal processes in which organizational structures for marketing influence the market responses of organizations. It has been repeatedly demonstrated in the field of marketing research that it is important for companies to respond rapidly to changes in their customers and competitors to produce satisfactory business results. However, few studies have been conducted to verify how organizational structures for marketing affect the rapidity of such market responses. In more concrete terms, the present paper reveals the logic of how two types of organizational structures (a marketing manager controls different kinds of decision-making; and each sales staff member makes autonomous responses) lead to business results through two different levels of rapid market responses (market responses at the level of marketing strategies; and market responses at the sales level). In order to verify the hypothesis, the study conducted a questionnaire survey with 157 businesses in Japan, mainly including food businesses, on the status of their market organization, the situation of their market responses, and their business results. The present study makes the two following contributions. First, it empirically analyzes the impacts of market responses at the levels of both marketing strategies and sales on business results. Second, it reveals organizational factors that promote these two kinds of responses.