Effects of Organizational Structure of Marketing Planning on Credibility and Utilization of Plan Output
研究了53家企业的营销规划组织结构（官僚化、集权化）如何影响营销规划的可信度与利用程度，发现正式规则和部门专业化能提升两者，而高度集权则产生负面影响。
The authors investigate the effects of the organizational structure used for marketing planning on the credibility and utilization of marketing plans. Data on 53 organizations were obtained from multiple respondents in the marketing areas of those organizations. The results indicate that a bureaucratized planning structure with formal rules and procedures and departmental specialization can enhance both plan credibility and utilization. However, high centralization of authority affected these variables negatively. The explanatory mechanisms suggested by these results are discussed and managerial implications presented.