Abstract
The ability to enact change underlies long-term marketing success. We examine how individual and leadership motivations influence a team’s propensity to enact change across a variety of marketing decisions. We utilize regulatory focus theory and identify the effects of regulatory focus match vs. mismatch within teams on the propensity to enact change in decision-making across the marketing mix. We find that regulatory focus match renders leadership-prescribed goal pursuit strategies ineffective and that only teams under regulatory focus mismatch make decisions consistent with leadership-prescribed goal pursuit strategies. For regulatory match teams, our results demonstrate that a promotion focus is associated with greater levels of change in team marketing decisions than a prevention focus.
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© 2015 Academy of Marketing Science
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Spanjol, J., Tam, L., Qualls, W.J., Bohlmann, J.D. (2015). Enacting Change in Strategic Marketing Decisions: The Role of Regulatory Focus in Teams. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_17
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DOI: https://doi.org/10.1007/978-3-319-18687-0_17
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
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