Project Files 10
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Marketing performance assessment systems and the business context. Authors: Johanna Frösén, Henrikki Tikkanen, Matti Jaakkola, Antti Vassinen. Source: “European Journal of Marketing .” 2013, Vol 47 Issue 5/6. Abstract: Purpose -- This study provides empirical evidence for the contextuality of marketing performance assessment (MPA) systems. It aims to introduce a taxonomical classification of MPA profiles based on the relative emphasis placed on different dimensions of marketing performance in different companies and business contexts. Design/methodology/approach -- The data used in this study (n=1,157) were collected using a web-based questionnaire, targeted to top managers in Finnish companies. Two multivariate data analysis techniques were used to address the research questions. First, dimensions of marketing performance underlying the current MPA systems were identified through factor analysis. Second, a taxonomy of different profiles of marketing performance measurement was created by clustering respondents based on the relative emphasis placed on the dimensions and characterizing them vis-á-vis contextual factors. Findings -- The study identifies nine broad dimensions of marketingperformance that underlie the MPA systems in use and five MPA profiles typical of companies of varying sizes in varying industries, market life cycle stages, and competitive positions associated with varying levels of market orientation and business performance. The findings support the previously conceptual notion of contextuality in MPA and provide empirical evidence for the factors that affect MPA systems in practice. Originality/value -- The paper presents the first field study of current MPA systems focusing on combinations of metrics in use. The findings of the study provide empirical support for the contextuality of MPA and
description
Marketing performance assessment systems and the business context.
Transcript of Project Files 10
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.
