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The making of marketing decisions in modern marketing environments
Stockholm University, Faculty of Social Sciences, Stockholm Business School.ORCID iD: 0000-0002-9912-2424
Number of Authors: 22023 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 162, article id 113872Article in journal (Refereed) Published
Abstract [en]

Currently, marketing is undergoing a major shift driven by environmental disruptions and advances in marketing technologies. This shift has implications for marketing decision-making. However, research on how marketing managers navigate modern marketing environments' complex, volatile, and data-intensive nature is limited. This study addresses this gap by qualitatively analyzing marketing managers' decision-making processes in 15 companies. Using the naturalistic decision-making approach and the situative perspective on cognition and action as theoretical lenses, we identify three key characteristics of decision-making in modern marketing environments-namely, agility, inventiveness, and reflexiveness. Our findings provide empirically grounded insights into the cognitive and behavioral processes involved in marketing decision-making and contribute to a deeper understanding of how managers navigate-and respond to-modern marketing environments' challenges.

Place, publisher, year, edition, pages
2023. Vol. 162, article id 113872
Keywords [en]
Decision-making, Managerial, Modern marketing environments, Situated cognition, Naturalistic decision-making
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-217012DOI: 10.1016/j.jbusres.2023.113872ISI: 000967025100001Scopus ID: 2-s2.0-85151076478OAI: oai:DiVA.org:su-217012DiVA, id: diva2:1757029
Available from: 2023-05-15 Created: 2023-05-15 Last updated: 2023-05-15Bibliographically approved

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Nordin, Fredrik

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