Strategic Guidelines for Managing Marketing Consistency in the New Normal of Industrial Business Organization

Abstract

This research aims to study marketing consistency management strategies to support the new normal in the business sector. The study conducted both qualitative and quantitative methods. The qualitative research involved in-depth interviews with nine experts and group discussions with eleven experts. For the quantitative research, a questionnaire-based survey was conducted with 500 entrepreneurs from business organizations that had received awards in marketing and management. Descriptive statistics, inferential statistics, and multivariate statistics were used. The findings demonstrate that marketing alignment management strategies support the new normal in the business sector. The priorities of the four components are as follows: 1) Management Focus (X̄ = 4.55), 2) Merchandise Focus (X̄ = 4.53), 3) Media Focus (X̄ = 4.51), and 4) Marketech Focus (X̄ = 4.46). The results of hypothesis testing indicated that the size of business sector organizations did not differ significantly at the 0.05 level. Analysis of the developed structural equation model showed that it met the evaluation criteria and was consistent with the empirical data. The chi-square probability level was 0.080, the relative chi-square was 1.129, the goodness-of-fit index was 0.957, and the root mean square error of approximation (RMSEA) was 0.016.