Journal ArticleDOI
Marketing Performance Measurement Ability and Firm Performance
Don O'Sullivan,Andrew V. Abela +1 more
TLDR
In this paper, the authors examined the effect of ability to measure marketing performance on firm performance, using both primary data collected from senior marketers and secondary data on firm profitability and stock returns.Abstract:
Marketing practitioners are under increasing pressure to demonstrate their contribution to firm performance. It has been widely argued that an inability to account for marketing's contribution has undermined its standing within the firm. To respond to this pressure, marketers are investing in the development of performance measurement abilities, but to date, there have been no empirical studies of whether the ability to measure marketing performance has any actual effect on either firm performance or marketing's stature. In this study of senior marketing managers in high-technology firms, the authors examine the effect of ability to measure marketing performance on firm performance, using both primary data collected from senior marketers and secondary data on firm profitability and stock returns. They also explore the effect of ability to measure marketing on marketing's stature within the firm, which is operationalized as chief executive officer satisfaction with marketing. The empirical results...read more
Citations
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Journal ArticleDOI
Customer experience management: toward implementing an evolving marketing concept
TL;DR: In this article, the authors propose a higher-order resource of cultural mindsets toward customer experiences (CEs), strategic directions for designing CEs, and firm capabilities for continually renewing CEs with the goals of achieving and sustaining long-term customer loyalty.
Journal ArticleDOI
Understanding the Marketing Department's Influence Within the Firm
TL;DR: In this article, the authors investigated the influence of the marketing department within firms and found that the accountability and innovativeness of marketing departments represent the two major drivers of its influence.
Journal ArticleDOI
Radical Product Innovation Capability: Literature Review, Synthesis, and Illustrative Research Propositions
TL;DR: In this paper, a comprehensive set of organizational components that comprise a firm's radical product innovation capability is identified based on an extensive literature review, including senior leadership, organizational culture, organizational architecture, and product launch strategy.
Journal ArticleDOI
Assessing Performance Outcomes in Marketing
TL;DR: The authors developed a theory-based performance evaluation framework and examined the assessment of such performance outcomes in 998 empirical studies published in the top 15 marketing journals from 1981 through 2014, revealing a large number of different performance outcome measures used in prior empirical research that may be only weakly related to one another.
Journal ArticleDOI
Organizing for marketing excellence
Christine Moorman,George S. Day +1 more
TL;DR: A review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of marketing organization (capabilities, configuration (including structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent).
References
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Journal ArticleDOI
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
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Applied multiple regression/correlation analysis for the behavioral sciences
TL;DR: In this article, the Mathematical Basis for Multiple Regression/Correlation and Identification of the Inverse Matrix Elements is presented. But it does not address the problem of missing data.
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Multiple Regression: Testing and Interpreting Interactions
Leona S. Aiken,Stephen G. West +1 more
TL;DR: In this article, the effects of predictor scaling on the coefficients of regression equations are investigated. But, they focus mainly on the effect of predictors scaling on coefficients of regressions.
Journal ArticleDOI
A Paradigm for Developing Better Measures of Marketing Constructs
TL;DR: A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers deal with marketing as discussed by the authors.
Book
The balanced scorecard : measures that drive performance
Robert S. Kaplan,David P. Norton +1 more
TL;DR: A "balanced scorecard" is developed, a new performance measurement system that gives top managers a fast but comprehensive view of the business and complements those financial measures with three sets of operational measures having to do with customer satisfaction, internal processes, and the organization's ability to learn and improve.
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