Employee Insights into Corporate Marketing Strategies: Evidence from Selected Industrial Sectors in Gujarat
Article Sidebar
Marketing,
Corporate,
Strategies
Main Article Content
Abstract
This study investigates employee insights into corporate marketing strategies across selected industrial sectors in Gujarat, based on responses from 219 employees in departments such as marketing, sales, and operations. The survey instrument demonstrated high reliability with a Cronbach’s Alpha of 0.864, confirming internal consistency. ANOVA analysis showed significant differences (p < 0.05) in 8 out of 10 key marketing dimensions, revealing that employee perceptions vary notably across sectors in areas such as adaptability to market changes, customer feedback integration, collaboration, innovation, digital presence, branding, customer-centricity, and contribution to company growth. However, perceptions related to the alignment of marketing strategies with business goals and the use of data analytics did not differ significantly between sectors, suggesting these are commonly practiced and uniformly understood. The study underscores the importance of incorporating employee perspectives to design marketing strategies that are both effective and responsive to industry-specific dynamics.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Alrub, Y. A., & Sánchez-Cañizares, S. M. (2025). Dynamic capabilities and digital transformation: Toward strategic planning in the digital age—Evidence from palestine. Administrative Sciences, 15(1), 21. https://doi.org/10.3390/admsci15010021
Ananda, A. R., Putra, M. N. T., & Azhar, M. I. Y. (2025). Virtual Influencers, Real Impact: A Narrative Review on Credibility, Generational Trust, and Purchase Intention in Digital Marketing. Sinergi International Journal of Communication Sciences, 3(2), 99-112. https://doi.org/10.61194/ijcs.v3i2.690
Bakshi, M., Chopra, P., & Budhiraja, A. (2025). The Financial Implications of Integrated HR-Marketing Strategies for Brand Value and Employee Engagement. Journal of Marketing & Social Research, 2, 76-82. https://doi.org/10.61336/jmsr/25-04-11
Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT and Engineering, 8(10), 321-339.
Crittenden, V. L., Crittenden, W. F., Ferrell, L. K., Ferrell, O. C., & Pinney, C. C. (2011). Market-oriented sustainability: a conceptual framework and propositions. Journal of the academy of marketing science, 39(1), 71-85. https://doi.org/10.1007/s11747-010-0217-2
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), 269-293. https://doi.org/10.1108/JRIM-02-2014-0013
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information systems frontiers, 20(3), 531-558. https://doi.org/10.1007/s10796-017-9810-y
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Men, R. L., & Bowen, S. (2017). Excellence in internal communication management. Business Expert Press.
Powell, T. C. (1992). Organizational alignment as competitive advantage. Strategic management journal, 13(2), 119-134. https://doi.org/10.1002/smj.4250130204
Razak, I. (2024). Content marketing strategy in increasing consumer interaction on social media. Journal of Data Science, 2(01), 14-21. https://doi.org/10.58471/jds.v2i01.4008
Sheth, J. N., & Parvatiyar, A. (2021). Sustainable marketing: Market-driving, not market-driven. Journal of macromarketing, 41(1), 150-165. https://doi.org/10.1177/0276146720961836
Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic management journal, 28(13), 1319-1350. https://doi.org/10.1002/smj.640
Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises. Journal of the academy of marketing science, 38(2), 119-140. https://doi.org/10.1007/s11747-009-0176-7
Yamin, S., Gunasekaran, A., & Mavondo, F. T. (1999). Relationship between generic strategies, competitive advantage and organizational performance: an empirical analysis. Technovation, 19(8), 507-518. https://doi.org/10.1016/S0166-4972(99)00024-3