Investigating process maturity modeling as an advertising process improvement paradigm

• Authors: Doss Daniel Adrian , Henley Russ , Hong Qiuqi , Pickett Trey

Title variants

PL

Badanie modelu dojrzałości procesu jako paradygmatu doskonalenia procesu reklamowego

• Languages of publication: EN PL

Abstracts

EN

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.

PL

Niniejszy artykuł poświęcony jest badaniu wariantu modelu Capability Maturity Model integrated (CMMi) z perspektywy doskonalenia procesu reklamowego. Populacja i próba zostały pozyskane z narodowego zasobu amerykańskich organizacji marketingowych. Z zastosowaniem ANOVA, poziomu istotności 0.05 oraz stratyfikacji organizacji usług marketingowych, badanie wykazało statystycznie istotną różnicę (F(1, 304) = 4.03; p = 0.04; ω2 = 0.00) w odniesieniu do hipotezy reprezentującej twierdzenie, że procesy były sporadyczne, chaotyczne i nieprzygotowane. To twierdzenie odpowiada pierwszemu poziomowi dojrzałości badanego schematu dojrzałości procesu. W odniesieniu do danych na skali Likerta reprezentujących pierwszy poziom dojrzałości, analiza kolejnych średnich wykazała, że zarówno firmy dostarczające usługi marketingowe (M = 2.99) jak też firmy zajmujące się marketingiem produktu (M = 2.74) wskazywały na neutralność w odniesieniu do tego czy procesy były uważane za sporadyczne, chaotyczne i nieprzygotowane. Zatem, respondenci nie dostrzegli dowodów na pierwszy poziom dojrzałości w badanych układach pracy. Przyszłe analizy mogą zbadać inne stratyfikacje firm marketingowych (n.p. dla zysku kontra non-profit; narodowe kontra międzynarodowe; i tak dalej) w celu lepszego zbadania proponowanego modelu dojrzałości reklamowej.

Keywords

EN

capability maturity model; CMM; maturity model; process improvement; process maturity; quality management

PL

CMM; dojrzałość procesu; doskonalenie procesów; model dojrzałości; model dojrzałości zdolności; zarządzanie jakością

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2019
• Issue: 2(32)
• Pages: 1-26

Dates

online

2019-06

Contributors

author

Doss Daniel Adrian

• University of West Alabama

author

Henley Russ

• University of West Alabama

author

Hong Qiuqi

• Guangzhou College of Technology and Busines

author

Pickett Trey

• University of West Alabama

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Notes

EN

Available in Open Access

PL

Publikacja w otwartym dostępie (Open Access).

Identifiers

DOI

10.2478/minib-2019-0028

DOI

10.2478/minib-2019-0019