Language:

What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement

Journal of marketing, 2016-05, Vol.80 (3), p.60-78 [Peer Reviewed Journal]

Copyright © 2016, American Marketing Association ;2016 American Marketing Association ;Copyright American Marketing Association May 2016 ;ISSN: 0022-2429 ;ISSN: 1547-7185 ;EISSN: 1547-7185 ;DOI: 10.1509/jm.15.0153 ;CODEN: JMKTAK

Digital Resources/Online E-Resources

Citations Cited by

Actions
1. Add to My Research
2. Remove from My Research
3. E-mail
4. Print
5. Permalink
6. Citation
7. EasyBib
8. EndNote
9. RefWorks
10. Delicious
11. Export RIS
12. Export BibTeX

Title:
What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement
Author: Frösén, Johanna ; Luoma, Jukka ; Jaakkola, Matti ; Tikkanen, Henrikki ; Aspara, Jaakko
Subjects: Best practice ; Business Administration ; Business entities ; business performance ; Comparative analysis ; företagsekonomi ; Industry ; Market orientation ; Marketing ; marketing control ; marketing performance measurement ; organizational configurations ; Performance evaluation ; Performance metrics ; Profit margins ; Regression analysis ; Service industries ; Storage industry ; Yield
Is Part Of: Journal of marketing, 2016-05, Vol.80 (3), p.60-78
Description: Market orientation (MO) and marketing performance measurement (MPM) are two of the most widespread strategic marketing concepts among practitioners. However, some have questioned the benefits of extensive investments in MO and MPM. More importantly, little is known about which combinations of MO and MPM are optimal in ensuring high business performance. To address this research gap, the authors analyze a unique data set of 628 firms with a novel method of configurational analysis: fuzzy-set qualitative comparative analysis. In line with prior research, the authors find that MO is an important determinant of business performance. However, to reap its benefits, managers need to complement it with appropriate MPM, the level and focus of which vary across firms. For example, whereas large firms and market leaders generally benefit from comprehensive MPM, small firms may benefit from measuring marketing performance only selectively or by focusing on particular dimensions of marketing performance. The study also finds that many of the highest-performing firms do not follow any of the particular best practices identified.
Publisher: Los Angeles, CA: American Marketing Association
Language: English
Identifier: ISSN: 0022-2429
ISSN: 1547-7185
EISSN: 1547-7185
DOI: 10.1509/jm.15.0153
CODEN: JMKTAK
Source: SWEPUB Freely available online

Back to results list


INSPIRE LIBRARY - TON DUC THANG UNIVERSITY	(84-028) 37 755 057	Feedback
19 Nguyen Huu Tho St. Dist.7, HCM	thuvien@tdtu.edu.vn	Feedback

What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement

Copyright © 2016, American Marketing Association ;2016 American Marketing Association ;Copyright American Marketing Association May 2016 ;ISSN: 0022-2429 ;ISSN: 1547-7185 ;EISSN: 1547-7185 ;DOI: 10.1509/jm.15.0153 ;CODEN: JMKTAK

Searching Remote Databases, Please Wait