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Marketing performance assessment systems and the business context

Marketing performance assessment systems and the business context
Marketing performance assessment systems and the business context
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 marketing performance 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 form a classification of existing contextual systems suitable for benchmarking purposes. Limited evidence for performance differences between MPA profiles is also provided.
0309-0566
715-737
Frösén, Johanna
bebefa10-2441-42eb-a2ba-9c792cb86443
Tikkanen, Henrikki
d9952364-929c-4861-b2a3-0348aae4fba4
Jaakkola, Matti
8b73957d-296c-4416-88fd-0cb4b0ddcb10
Vassinen, Antti
c4a9d27b-0d14-42e3-9ebc-8dc0582b1b35
Frösén, Johanna
bebefa10-2441-42eb-a2ba-9c792cb86443
Tikkanen, Henrikki
d9952364-929c-4861-b2a3-0348aae4fba4
Jaakkola, Matti
8b73957d-296c-4416-88fd-0cb4b0ddcb10
Vassinen, Antti
c4a9d27b-0d14-42e3-9ebc-8dc0582b1b35

Frösén, Johanna, Tikkanen, Henrikki, Jaakkola, Matti and Vassinen, Antti (2013) Marketing performance assessment systems and the business context. European Journal of Marketing, 47 (5/6), 715-737. (doi:10.1108/03090561311306688).

Record type: Article

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 marketing performance 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 form a classification of existing contextual systems suitable for benchmarking purposes. Limited evidence for performance differences between MPA profiles is also provided.

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More information

Published date: 2013
Organisations: Southampton Business School

Identifiers

Local EPrints ID: 398043
URI: http://eprints.soton.ac.uk/id/eprint/398043
ISSN: 0309-0566
PURE UUID: c12debee-cd49-4e6e-be60-ee62ac4994d9

Catalogue record

Date deposited: 14 Jul 2016 14:04
Last modified: 15 Mar 2024 01:27

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Contributors

Author: Johanna Frösén
Author: Henrikki Tikkanen
Author: Matti Jaakkola
Author: Antti Vassinen

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