Emerald Article: Organizational structure and specialized marketing capabilities in SMEs Guilherme Trez, Fernando Bins Luce
To cite this document: Guilherme Trez, Fernando Bins Luce, (2012),"Organizational structure and specialized marketing capabilities in SMEs", Marketing Intelligence & Planning, Vol. 30 Iss: 2 pp. 143 - 164 Permanent link to this document: http://dx.doi.org/10.1108/02634501211211957 Downloaded on: 05-05-2012 References: This document contains references to 65 other documents To copy this document: firstname.lastname@example.org This document has been downloaded 71 times.
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Organizational structure and specialized marketing capabilities in SMEs
College of Business Administration, UNISINOS, Sao Leopoldo, Brazil, and
Structure and specialized marketing 143
Received 3 January 2011 Revised 11 April 2011 Accepted 18 April 2011
Fernando Bins Luce
Business Administration School, UFRGS, Porto Alegre, Brazil
Purpose – This paper aims to develop and test a conceptual model of organizational structure design that incorporates some factors inﬂuencing strategy implementation. The research also aims to consider inter-functionality in new product development (NPD) processes and marketing decisions, measured from the dispersion of these activities among functional areas. Design/methodology/approach – The research was conducted across 424 small and medium-sized furniture manufacturing companies. In total, eight hypotheses were proposed and tested using structural equation modeling. Findings – Most important among the study’s ﬁndings was that inter-ﬁrm relationships and inter-functional processes are relevant for the study of organizational structure design. It was found that the dispersion of the new product development process and of marketing decisions exert a positive inﬂuence on architectural marketing capabilities. The results showed that the dispersion of NPD processes and marketing decisions inﬂuence the development of marketing capabilities only in those companies with inter-ﬁrm relationships. The paper also found that inter-ﬁrm design did not affect the impact of the relationship between the dispersion of marketing decisions and NPD process on specialized capabilities. Research limitations/implications – The study focuses research on Brazilian small to medium-sized furniture enterprises and could have single-source bias in its data collection process. Practical implications – The ﬁndings provide insights into ways of integrating structures. It is observed that a higher integration of areas in marketing decisions is related to the dispersion of the NPD process. Given that dispersion in NPD is a