期刊名称：Marketing of Scientific and Research Organisations
印刷版ISSN：2353-8503
电子版ISSN：2353-8414
出版年度：2019
卷号：32
期号：2
页码：2-26
DOI：10.2478/minib-2019-0028
语种：English
出版社：The Institute of Aviation
摘要：This article examined a variant of the Capability Maturity Model integrated (CMMi) through the lens of advertising process improvement.The population and sample were taken from a national array of U.S.marketing organizations.Using ANOVA,a 0.05 significance level,and a stratification of service marketing organizations versus product marketing organizations,the study showed a statistically significant difference (F(1,304) = 4.03;p = 0.04;ω2 = 0.00) regarding the hypothesis representing the notion that processes were potentially sporadic,chaotic,and ad hoc.This notion corresponded to the first maturity level of the examined process maturity framework.With respect to the Likert-scale data representing the first maturity level,the successive means analysis showed that both service marketing firms (M = 2.99) and product marketing firms (M = 2.74) reported neutrality regarding whether processes were deemed sporadic,chaotic,and ad hoc.Thus,the respondents perceived no evidence of the first maturity level among the queried work settings.Future studies may examine different stratifications of marketing firms (e.g.,for-profit versus non-profit;domestic versus international;and so on) to better explore the proposed advertising maturity model.
