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The Role of the Dashboard in Improving Marketing Decisions in the Algerian Economic Firm

Author

Listed:
  • YAGOUB ASMA

    (University of Bechar, Bechar, Algeria)

  • BENLAKHDAR MOHAMED LARBI

    (University of Bechar, Bechar, Algeria)

  • BOUANINI SAMIHA

    (University of Bechar, Bechar, Algeria)

Abstract

The main aim of this study is to highlight the role of the dashboard in the company’s management through its characteristics, such as status, content, presentation, periodicity, consistency, and quality of the dashboard. These characteristics play a great role in the improvement of decision-making in marketing mix. This later cannot be done only by following the decision-making steps and considering the dashboard as an effective and essential tool in directing, controlling, and recovering the orientation for a perfect performance. According to a practical study on 103 economic companies in Algeria, the work concludes that there is a great influence of the characteristics of marketing dashboard in explaining the effectiveness of decision-making on the level of primary changes of marketing in these companies. Among the most important results is that Successful implementation of the marketing dashboard system depends on the effectiveness of the marketing information system in providing information in a timely and continuous manner that ensures updating the marketing indicators with new data and regularly monitoring the evolution of competitive environment variables. Thus, there is an integrative relationship between the marketing information system and marketing dashboard, and it ensures the interaction of its users with the reality of the situation and the ability to quickly understand what is going on. It is composed of a set of indicators, which measure quantitative objectives through financial and non-financial indicators and qualitative and even external data in line with the needs of officials in order to predict and adapt to future changes.

Suggested Citation

  • Yagoub Asma & Benlakhdar Mohamed Larbi & Bouanini Samiha, 2017. "The Role of the Dashboard in Improving Marketing Decisions in the Algerian Economic Firm," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(6), pages 209-216.
    • Handle: RePEc:apa:ijbaas:2017:p:209-216
    DOI: 10.20469/ijbas.3.10002-6
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    References listed on IDEAS

    as
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    2. Wojciech Bizon, 2016. "Stimulating entrepreneurship by introducing behavioural incentives. Propensity to use financial instruments in the context of decision makers' personal characteristics and their financial knowledge in," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 2(6), pages 270-279.
    3. Pokkrong Manirojana, 2016. "The factors that affect the transparency and accountability of independent organizations in Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 2(5), pages 225-230.
    4. Johannes Hendrik Visser, 2016. "Bases of Market Segmentation Success: A Marketing Decision Makers' Perspective," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 2(3), pages 75-80.
    5. Anne Pezet, 2009. "The history of the french tableau de bord (1885-1975): evidence from the archives," Accounting History Review, Taylor & Francis Journals, vol. 19(2), pages 103-125.
    6. repec:dau:papers:123456789/3769 is not listed on IDEAS
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    1. Il'nur Ildusovich Farkhoutdinov & Aleksei Gennadevich Isavnin, 2021. "Restructuring Outsourcing: Classification and Methodical Approach to Evaluating Expediency and Economic Effect," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 12(2), pages 274-283, April.

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