Marketingperformance assessment systems and the business context.Authors:Johanna Frsn, Henrikki Tikkanen,MattiJaakkola, Anttiassinen. Source:European Journal of Marketing. 2013, ol !" #ssue $%&.A'stract:!urpose "" This study pro#ides empirical e#idence for the contextualityof (arketing performance assessment $M!A% systems. &t aims to introduce ataxonomical classi'cationof M!Apro'lesbasedontherelati#eemphasisplaced on di(erent dimensions of (arketing performance in di(erentcompanies and business contexts. )esi*n+methodolo*y+approach "" The dataused in this study $n,-,-./% 0ere collected usin* a 0eb"based1uestionnaire, tar*eted to top mana*ers in Finnish companies. T0omulti#ariatedataanalysistechni1ues0ereusedtoaddresstheresearch1uestions. First, dimensions of (arketing performance underlyin* thecurrent M!Asystems 0ere identi'edthrou*hfactor analysis. 2econd, ataxonomy of di(erent pro'les of (arketing performance measurement 0ascreated by clusterin* respondents based on the relati#e emphasis placed onthe dimensions and characteri3in* them #is"4"#is contextual factors. Findin*s"" The study identi'es nine broad dimensions of (arketingperformance thatunderlie the M!A systems in use and '#e M!A pro'les typical of companies of#aryin* si3es in #aryin* industries, market life cycle sta*es, and competiti#epositions associated 0ith #aryin* le#els of market orientation and businessperformance. The 'ndin*s support the pre#iously conceptual notion ofcontextualityinM!Aandpro#ideempirical e#idencefor thefactorsthata(ect M!A systems in practice. 5ri*inality+#alue "" The paper presents the'rst 'eld study of current M!A systems focusin* on combinations of metricsin use. The 'ndin*s of the study pro#ide empirical support for thecontextuality of M!A and form a classi'cation of existin* contextual systemssuitable for benchmarkin* purposes. 6imited e#idence for performancedi(erences bet0een M!A pro'les is also pro#ided.