ABSTRACT

Integrated marketing communication (IMC) process is considered a way to develop a long-term relationship with the organization’s stakeholders and increase its results, besides that, there is still not a clear understanding of factors that have a positive influence on it. As a strategic process that involves the whole organization we believe that strategic orientations can either act as drivers or impediments of this process, specifically, we test the influence of Innovation Orientation (OI) in that process and find out that it be a driver of such process, we also confirm the positive influence of the IMC process in the marketing performance. To do so, we conducted a survey with 250 SMEs of the hospitality sector. Our study contributes both to the IMC and OI literature once that it provides evidence that IMC can be an important tool to help managers to increase marketing performance and that OI can influence process beyond those directly related to innovations, by doing so we broaden the scope of IO and increase the importance of IMC showing that managers can influence their company’s culture towards innovativeness to improve their communication process and in this way achieve greater marketing results.

摘要

整合营销传播（IMC）过程被认为是与组织的利益相关者建立长期关系并增加其结果的一种方式，除此之外，对对其产生积极影响的因素仍然没有明确的认识。作为一个涉及整个组织的战略过程，我们认为战略方向可以作为该过程的驱动因素或障碍，具体而言，我们测试了创新方向 (OI) 在该过程中的影响，并发现它是该过程的驱动因素。过程中，我们还确认了 IMC 过程对营销绩效的积极影响。为此，我们对 250 家酒店业的中小企业进行了调查。