Anais
Resumo do trabalho
Marketing · Estratégias, Operações e Marketing Internacional
Título
COMMUNICATION BUDGET DETERMINATION THROUGH THE LENS OF THEORIES-IN-USE AND ESPOUSED THEORIES
Palavras-chave
Budget determination methods
Theories in use
Espoused theories
Autores
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EDUARDO CORCHINSPER INSTITUTO DE ENSINO E PESQUISA (INSPER)
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Carla Sofia Dias Moreira RamosINSPER INSTITUTO DE ENSINO E PESQUISA (INSPER)
Resumo
Introdução
Communication budget management is complex, requiring efficient resource allocation in dynamic scenarios under immediate result pressure Farris, 2015). With growing investments, optimization is crucial. Companies use heuristic (intuition-based) and algorithmic methods. However, heuristics prevail despite theory (Palmatier; Crecelius, 2019). Decisions are shaped by "Theories-in-Use" and "Espoused Theories" (Argyris; Schön, 1997), whose dissonance impacts marketing practices. In Brazil, research is lacking on these theories and their impact on communication budget determination.
Problema de Pesquisa e Objetivo
Theories-in-Use and Espoused Theories influence marketing decisions by confronting real-world practices with established strategies. Despite their use by academics, a gap exists in applying these concepts to Brazilian marketing managers' communication budget decisions. This research thus aims: 1) to understand marketing managers' adoption reasons and perceived challenges for Heuristic and Algorithmic budgeting methods; and 2) to identify and explain any dissonance between their idealized and effectively used methods.
Fundamentação Teórica
Communication budgeting is crucial for resource allocation. Historically, firms used Heuristic methods, favored for simplicity but criticized for lack of sophistication. The Data Era introduced Algorithmic methods, more robust but demanding resources. Despite their precision, algorithmic methods are underutilized in practice. This study applies Argyris and Schön's Theories-in-Use (actual practice) and Espoused Theories (idealized beliefs) to explain this gap. Dissonance arises when actions diverge from ideals due to factors like culture, resistance, or established habits.
Metodologia
This qualitative and exploratory research collected primary data via semi-structured interviews with 20 Brazilian marketing executives. The sample was non-probabilistic and purposive, aiming for heterogeneity (segment, size, minimum 10 years experience) and balance between Heuristic and Algorithmic method users. Interviews, conducted via Zoom, covered data usage, budgeting methods, and ideal-vs-practice dissonance. The guide was pre-tested, and transcriptions were verbatim. Data analysis followed thematic analysis, with axial coding facilitated by NVivo, aiming to identify patterns and themes.
Análise dos Resultados
Brazilian executives favor Heuristic methods for their simplicity and security. Algorithmic methods offer strategic alignment/flexibility but pose complexity/rework challenges. A dissonance exists: managers idealize Algorithmic yet primarily use Heuristic methods. Key reasons for this gap include organizational culture, comfort with established practices, resistance to change, obstacles to sophisticated methods, short-term pressures, and perceived Heuristic effectiveness. Brazilian findings emphasize strong top management influence and centralized decision-making shaping this dissonance.
Conclusão
This study underscores the persistent gap in Brazilian marketing budgeting between idealized Algorithmic methods and prevalent Heuristics. Rooted in organizational culture and inertia, this dissonance demands sustained attention. Effectively addressing this fundamental disconnect is paramount for companies seeking genuinely adaptive, data-driven resource allocation, ultimately shaping future competitive landscapes and ensuring long-term strategic alignment in a dynamic market.
Contribuição / Impacto
This research theoretically discusses Heuristic/Algorithmic budgeting, filling a gap by using Argyris and Schön's Theories-in-Use/Espoused Theories to understand dissonance in communication budget determination. It highlights organizational culture's crucial role in method choice. Practically, it offers insights for leaders, showing that despite Algorithmic method benefits, Heuristic approaches prevail. It stresses the need for an integrated approach, top management support, and investments (tech, training) to optimize communication investments, enhancing strategic impact and performance.
Referências Bibliográficas
ARGYRIS, Chris; SCHÖN, Donald A. Theory in practice: Increasing professional effectiveness. John Wiley & Sons, 1992.
KOLSARICI, Ceren et al. The anatomy of the advertising budget decision: How analytics and heuristics drive sales performance. Journal of Marketing Research, v. 57, n. 3, p. 468-488, 2020PALMATIER, Robert W et al. The “first principles” of marketing strategy. Ams Review, v. 9, p. 5-26, 2019.
WEST, Douglas et al How corporate cultures drive advertising and promotion budgets: best practices combine heuristics and algorithmic tools. Journal of Advert
KOLSARICI, Ceren et al. The anatomy of the advertising budget decision: How analytics and heuristics drive sales performance. Journal of Marketing Research, v. 57, n. 3, p. 468-488, 2020PALMATIER, Robert W et al. The “first principles” of marketing strategy. Ams Review, v. 9, p. 5-26, 2019.
WEST, Douglas et al How corporate cultures drive advertising and promotion budgets: best practices combine heuristics and algorithmic tools. Journal of Advert