Marketing and Management of Innovations

ISSN (print) – 2218-4511 

ISSN (online) – 2227-6718

Registered in the Media Registrants-Register

Identifier in the register: R30-01179 Decision dated August 31, 2023, No. 759

The language of publication is English. 

Issued 4 times a year (March, June, September, December) since 2010

Business Model: Golden Open Access | APC Policy

Editor-in-Chieff             View Editorial Board

Oleksii Lyulyov

Sumy State University | Ukraine

Effect of Marketing Strategy on Organizational Efficacy via Managerial Accounting

Quang Linh Huynh1,*  
  1. Ho Chi Minh City University of Industry and Trade, Vietnam

     * Corresponding author

Received: 5 August 2023

Revised: 23 October 2023

Accepted: 27 November 2023


A marketing strategy has been used by enterprises to achieve the best possible organizational efficacy. In the current research, contingency theory, the theory of resource dependency and experiential learning theory are applied to establish the research model. Marketing strategy has been regarded as one of the determinants of managerial accounting; whereas the adopting of managerial accounting in business can lead to improved organizational efficacy. Therefore, the linkage between marketing strategy and organizational efficacy can be mediated by managerial accounting. The objective of the present research article is to explore the influence of marketing strategy on organizational efficacy, considering the mediating effect of managerial accounting in the research model, which has been previously ignored. The research data were collected from 352 publicly listed enterprises on the main Vietnamese Stock Exchanges, represented by executives involved in marketing and managerial accounting. Vietnam was selected as a study case for research, because it is one of the most rapidly developing countries in Southeast Asia; accordingly, enterprises operating there as a developing economy are supposed to exploy as many sound managerial practices as possible to be able to struggle squarely with the competitors in developed nations. The AMOS analytical technique was applied to test the causal linkages,whereas the mediating procedures were employed to investigate the mediation of managerial accounting in the casual relation from marketing strategy to organizational efficacy. The empirical findings indicate that the elements of product, price, promotion and place of marketing strategy impose statistical influences on organizational efficacy and also on the adoption of managerial accounting in business. Importantly, managerial accounting is found to be a mediator in the relationship between marketing strategy and organizational efficacy. This work has implications for how executives make better decisions about planning marketing strategies in business, which should match the managerial accounting applied in business. Consequently, they could achieve the best possible organizational efficacy. The current research contributes to the existing study of marketing and managerial accounting by supporting a link between marketing strategy and organizational efficacy, which is mediated by managerial accounting in Vietnam.

Keywords: mediation of managerial accounting; place strategy; price strategy; product strategy; promotion strategy; Vietnam.

How to Cite: Huynh, Q. L. (2023). Effect of Marketing Strategy on Organizational Efficacy via Managerial Accounting. Marketing and Management of Innovations, 14(4), 84–98.

Abstract Views

PDF Downloads


Ab Rahman, N. A., & Ramli, A. (2014). Entrepreneurship management, competitive advantage and firm performances in the craft industry: concepts and framework. Procedia-Social and Behavioral Sciences145, 129-137. [Google Scholar] [CrossRef]

Adel, H. M., Mahrous, A. A., & Hammad, R. (2020). Entrepreneurial marketing strategy, institutional environment, and business performance of SMEs in Egypt. Journal of Entrepreneurship in Emerging Economies, 12(5), 727-746. [Google Scholar] [CrossRef]

Adu-Gyamfi, J., & Chipwere, K. Y. W. (2020). The impact of management accounting practices on the performance of manufacturing firms: An empirical evidence from Ghana. Research Journal of Finance and Accounting, 11(20), 100-113. [Google Scholar] [CrossRef]

Akinyele, S. T. (2010a). Impact of strategic marketing management on the performance of firms in the downstream sector of Nigerian oil and gas Industry, PhD Thesis postgraduate school, Covenant University, Nigeria. [Google Scholar] [CrossRef]

Akinyele, S. T. (2010b). Strategic marketing strategies on the performance of firms in Nigerian oil and gas industry. Journal of Emerging Trends in Economics and Management Sciences, 1(1), 23-36. [Google Scholar] [CrossRef]

Alleyne, P., & Weekes-Marshall, D. (2011). An exploratory study of management accounting practices in manufacturing companies in Barbados. International Journal of Business and Social Science, 2(9), 49-58. [Google Scholar] [CrossRef]

Alon, I., & Rottig, D. (2013). Entrepreneurship in emerging markets: New insights and directions for future research. Thunderbird International Business Review, 55(5), 487-492. [Google Scholar] [CrossRef]

Amin, H. J. (2021). Influence of marketing strategies on the performance of SMEs: Evidence from Abuja SMEs. Journal of Economics and Business, 4(1), 294-307. [Google Scholar] [CrossRef]

Aremu, M. A., & Lawal, A. T. (2012). Exploring marketing strategy as a catalyst for performance in Nigerian telecommunication industry. IJMBS, 2(4), 65-71. [Google Scholar] [CrossRef]

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173-1182. [Google Scholar] [CrossRef]

Becherer, R. C., & Helms, M. M. (2016). The role of entrepreneurial marketing in improving market share for small businesses facing external environmental or resource challenges. Journal of Business and Entrepreneurship, 27(2), 119-147. [Google Scholar][CrossRef]

Bou‐Llusar, J. C., Beltrán‐Martín, I., Roca‐Puig, V., & Escrig‐Tena, A. B. (2016). Single‐and multiple‐informant research designs to examine the human resource management− performance relationship. British Journal of Management, 27(3), 646-668. [Google Scholar] [CrossRef]

Bouwens, J., & Abernethy, M. A. (2000). The consequences of customization on management accounting system design. Accounting, Organizations and Society, 25(3), 221-241. [Google Scholar] [CrossRef]

Bowden, A., Fox-Rushby, J. A., Nyandieka, L., & Wanjau, J. (2002). Methods for pretesting and piloting survey questions: illustrations from the KENQOL survey of health-related quality of life. Health policy and planning, 17(3), 322-330. [Google Scholar] [CrossRef]

Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business ethics, 93(2), 307-319. [Google Scholar] [CrossRef]

Chia, Y. M. (1995). Decentralization, management accounting system (MAS) information characteristics and their interaction effects on managerial performance: a Singapore study. Journal of Business Finance & Accounting, 22(6), 811-830. [Google Scholar][CrossRef]

Chong, V. K. (1996). Management accounting systems, task uncertainty and managerial performance: a research note. Accounting, organizations and society, 21(5), 415-421. [Google Scholar] [CrossRef]

Dzisi, S., & Ofosu, D. (2014). Marketing strategies and the performance of SMEs in Ghana. European Journal of Business and Management, 6(5), 102-111. [Google Scholar] [CrossRef]

Eker, M. (2009). The impact of budget particpation and management accountingsystems on performance of Turkish middle level managers. Akdeniz İİBF Dergisi, 9(17), 105-126. [Google Scholar] [CrossRef]

Ene, E. E., & Uduma, E. (2022). Impact of Marketing Strategies on the Performance of Manufacturing Small and Medium-Scale Enterprises in Abuja, Federal Capital Territory (FCT). Baze University Journal of Entrepreneurship and Interdisciplinary Studies, 1(1), 25-37. [Google Scholar] [CrossRef]

Estrin, S., Mickiewicz, T., Stephan, U., & Wright, M. (2019). Entrepreneurship in emerging markets. The Oxford handbook of management in emerging markets, 457, Oxford University Press, UK. [Google Scholar] [CrossRef]

Etemadi, H., Dilami, Z. D., Bazaz, M. S., & Parameswaran, R. (2009). Culture, management accounting and managerial performance: Focus Iran. Advances in accounting, 25(2), 216-225. [Google Scholar] [CrossRef]

Franco, M., de Fatima Santos, M., Ramalho, I., & Nunes, C. (2014). An exploratory study of entrepreneurial marketing in SMEs: The role of the founder-entrepreneur. Journal of Small Business and Enterprise Development21(2), 265-283. [Google Scholar][CrossRef]

Fuadah, L. L., Safitri, R. H., Yuliani, Y., & Arisman, A. (2020). Determinant factors’ impact on managerial performance through management accounting systems in Indonesia. The Journal of Asian Finance, Economics and Business (JAFEB), 7(10), 109-117. [Google Scholar]

GbolagadeAdewale, A., & Oyewale, I. O. (2013). Impact of marketing strategy on business performance a study of selected small and medium enterprises (Smes) In Oluyole Local Government, Ibadan, Nigeria. Ibadan, Nigeria11(4), 59-66. [Google Scholar]

Gerhart, B., & Feng, J. (2021). The resource-based view of the firm, human resources, and human capital: Progress and prospects. Journal of Management, 47(7), 1796-1819. [Google Scholar] [CrossRef]

Ghasemi, R., Azmi Mohamad, N., Karami, M., Hafiz Bajuri, N., & Asgharizade, E. (2016). The mediating effect of management accounting system on the relationship between competition and managerial performance. International Journal of Accounting and Information Management, 24(3), 272-295. [Google Scholar] [CrossRef]

Goi, C. L. (2009). A review of marketing mix: 4Ps or more. International journal of marketing studies, 1(1), 2-15. [Google Scholar]

Goodman, L.A. (1960). On the exact variance of products. Journal of the American statistical association, 55(292), 708-713. [Google Scholar] [CrossRef]

Gup, B. E., & Whitehead, D. D. (1989). Strategic planning in banks—does it pay?. Long range planning22(1), 124-130. [Google Scholar] [CrossRef]

Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. In Multivariate data analysis (p. 785).

Hallbäck, J., & Gabrielsson, P. (2011). Entrepreneurial marketing strategies during the growth of international new ventures. In Firm-Level Internationalization, Regionalism and Globalization: Strategy, Performance and Institutional Change (pp. 177-197). London: Palgrave Macmillan UK. [Google Scholar]

Hoque, Z. (2011). The relations among competition, delegation, management accounting systems change and performance: A path model. Advances in Accounting, 27(2), 266-277. [Google Scholar] [CrossRef]

Khanra, S., Kaur, P., Joseph, R. P., Malik, A., & Dhir, A. (2022). A resource‐based view of green innovation as a strategic firm resource: Present status and future directions. Business Strategy and the Environment, 31(4), 1395-1413. [Google Scholar][CrossRef]

Kotler, P., & Keller, K. L. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller. New Jersey: Pearson Education, USA. [Google Scholar]

Koufaris, M., & Hampton-Sosa, W. (2002). Customer trust online: examining the role of the experience with the Web-site. Department of Statistics and Computer Information Systems Working Paper Series, Zicklin School of Business, Baruch College, New York. [Google Scholar]

Latif, K., Bhatti, A. A., & Raheman, A. (2017). Earnings quality: A missing link between corporate governance and firm value. Business & Economic Review, 9(2), 255-280. [Google Scholar]

Lin, L. H. (1993). Consumer Product Classification, Innovation Type and New Product Marketing Strategy. National Cheng Chi University Department of Business Administration of PhD Thesis, Taiwan. [Google Scholar]

Lin, L., & Ya-Huei, C. (2012). The Impact of new product marketing strategy on new product performance: the moderating effects of competitive intensity and product innovation. International Journal of Advanced Scientific Research and Technology, 2(2), 135-149. [Google Scholar]

Magaji, N., Awolusi, O. D., & Akinsuru, S. (2015). Effect of Marketing Strategy on Customer Loyalty in the Nigerian Oil and Gas Industry: The Mediating Role of Consumer Perceived Value. International Journal of Investment Management and Financial Innovations1(4), 94-104. [Google Scholar]

Matsuoka, K. (2020). Exploring the interface between management accounting and marketing: a literature review of customer accounting. Journal of Management Control, 31(3), 157-208. [Google Scholar] [CrossRef]

McCarthy, M. (2016). Experiential learning theory: From theory to practice. Journal of Business & Economics Research (JBER), 14(3), 91-100. [Google Scholar] [CrossRef]

Morgan, N. A., & Rego, L. L. (2006). The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing science, 25(5), 426-439. [Google Scholar] [CrossRef]

Owomoyela, S. K., Oyeniyi, K. O., & Ola, O. S. (2013). Investigating the impact of marketing mix elements on consumer loyalty: An empirical study on Nigerian Breweries Plc. Interdisciplinary journal of contemporary research in business, 4(11), 485-496. [Google Scholar]

Pai, P., & Sadeeq, K. (2011). Impact of marketing strategies on the business performance of small and medium enterprises in India. Career Development International, 4(2), 108-119. [Google Scholar] [CrossRef]

Porter, M. E., & Linde, C. V. D. (1995). Toward a new conception of the environment-competitiveness relationship. Journal of economic perspectives, 9(4), 97-118. [Google Scholar]

Ratnatunga, J. (1999). Marketing Strategy and Management Accounting. In Strategic Management Accounting (pp. 42-49). Quill Press. [Google Scholar]

Roslender, R., & Hart, S. J. (2002). Integrating management accounting and marketing in the pursuit of competitive advantage: the case for strategic management accounting. Critical Perspectives on Accounting, 13(2), 255-277. [Google Scholar] [CrossRef]

Saif, N. M. A. (2015). How does marketing strategy influence firm performance? Implementation of marketing strategy for firm success. International Journal of Innovation and Economic Development, 1(3), 7-15. [Google Scholar]

Saleh, Q. Y., & Al-Nimer, M. B. (2022). The mediating role of the management accounting information system in the relationship between innovation strategy and financial performance in the Jordanian industrial companies. Cogent Business & Management, 9(1), 2135206. [Google Scholar] [CrossRef]

Shoham, A. (2021). Standardization of international strategy and export performance: a meta-analysis. In Strategic Global Marketing (pp. 97-120). Routledge. [Google Scholar]

Simmonds, K. (1982). Strategic management accounting for pricing: a case example. Accounting and business research, 12(47), 206-214. [Google Scholar] [CrossRef]

Soobaroyen, T., & Poorundersing, B. (2008). The effectiveness of management accounting systems: Evidence from functional managers in a developing country. Managerial Auditing Journal23(2), 187-219. [Google Scholar] [CrossRef]

Surroca, J., Tribó, J. A., & Waddock, S. (2010). Corporate responsibility and financial performance: The role of intangible resources. Strategic management journal, 31(5), 463-490. [Google Scholar] [CrossRef]

Swastha, B., & Handoko, T. H. (2002). Manajemen pemasaran. Edisi Kedua. Cetakan Kedelapan. Jakarta: Penerbit Liberty. [Google Scholar]

Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89-97. [Google Scholar] [CrossRef]

Wang, D. H. M., & Huynh, Q. L. (2014). Linkages among corporate governance, management accounting practice and organizational performance: Evidence from a Southeast Asian country. Romanian Economic and Business Review, 9(1), 63-81. [Google Scholar]

Wynn, M., & Jones, P. (2019). Context and entrepreneurship in knowledge transfer partnerships with small business enterprises. The International Journal of Entrepreneurship and Innovation, 20(1), 8-20. [Google Scholar] [CrossRef]

View articles in other formats



Copyright (c) 2023 The Author(s).

Published by Sumy State University