Organizational motivation, opportunity and ability to measure marketing performance

Abstract

The authors draw on the MOA (motivation, opportunity, ability) framework from consumer information processing theory to explore the drivers of performance information processing, satisfaction with marketing performance assessment systems, and top management intentions to change them. A survey of senior managers at 66 large corporations reveals that organizational ability and opportunity to process marketing performance information appear to have positive effects on both the sophistication of processing and satisfaction with performance measurement. Motivation to process has both direct and moderating effects on future measurement spending plans. On the other hand, satisfaction with the system did not appear to influence future spending plans. Managerially, developing the organization's ability to interpret performance data appears to have the strongest effects on managers' attitudes and intentions regarding the measurement system.