Creative Marketing Strategy and Effective Execution on Performance in Pakistan

Abstract

The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environmental uncertainty are used as moderating variables. Data are collected from 368 key informants working in Fast-Moving Consumer Goods (FMCG), banking, pharmaceutical, chemical, insurance, and engineering industries using a multi-stage random sampling technique. Factor analysis and multiple hierarchal regressions are used to test the study hypotheses. The results indicate that creative marketing strategy and effective execution are positively associated with business performance. Moreover, environmental uncertainty and strategic orientation play a moderating role in the above relationships.KEYWORDS | Marketing strategy, creativity, strategic orientation, firm performance, Pakistan. Fast-Moving Consumer Goods (FMCG) RESUMO O objetivo da pesquisa é determinar a influência de estratégias de marketing criativo e execução efetiva no desempenho da unidade de negócios. Além disso, a orientação estratégica e incerteza ambiental são utilizadas como variáveis moderadoras. Os dados foram coletados de 368 informantes-chave que trabalham em indústrias RAE-Revista de Administração de Empresas | FGV/EAESP

The Impact of Novelty and Meaningfulness Creative Marketing Program on Hotel Performance

“…Other findings by (Ishaq and Hussain, 2016) show that the choice of creative marketing strategies has had a positive impact on company performance. Previously, (Andrews and Smith, 1996) concluded that creative marketing strategies had a significant impact on the firm's business performance.…”

“…Creative marketing strategies are activities that are developed to promote products/services that selectively target markets and support the achievement of the company's business goals (Ishaq and Hussain, 2016). Therefore (Ishaq and Hussain, 2016) explained that marketing creativity is a step towards the conception of typical practices in the company's marketing function. Creative marketing is needed to provide a complete understanding of how companies work effectively to conduct sales practices (Terkan, 2014).…”

“…However, to be creative, novelty is not enough, a creative marketing program must also have meaning for potential buyers (Andrews, 1996). However, (Ishaq et al, 2016) explained that every company including the hotel industry is in a competitive environment would be very difficult to create innovative marketing strategies. Therefore, strategic marketing strategy innovation can only develop if the company can become a unique company and make effective planning, and must implement it very seriously (Ishaq and Hussain, 2016).…”

“…However, (Ishaq et al, 2016) explained that every company including the hotel industry is in a competitive environment would be very difficult to create innovative marketing strategies. Therefore, strategic marketing strategy innovation can only develop if the company can become a unique company and make effective planning, and must implement it very seriously (Ishaq and Hussain, 2016). The problem is, there are still many companies that have not implemented creativity in their marketing programs (Wadden, 2011).…”

“…This explanation was also confirmed by (Yfantidou et al, 2019) that innovation and creativity of hotel managers will be a trigger to improve hotel performance, where innovation and creativity are also related to the selection of marketing programs that have meaningfulness and novelty. For this reason, organizations must determine creative marketing strategies and have the ability to implement them effectively to create optimal company performance (Ishaq and Hussain, 2016). However, this issue still needs further testing, especially in the developing hotel industry in Palembang.…”