TY - JOUR

T1 - Marketing performance assessment systems and the business context

AU - Frösén, Johanna

AU - Tikkanen, Henrikki

AU - Jaakkola, Matti

AU - Vassinen, Antti

PY - 2013

Y1 - 2013

N2 - 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 1⁄4 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-a ́-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.

AB - 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 1⁄4 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-a ́-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.

KW - Marketing performance assessment systems

KW - Marketing metrics

KW - Contextuality

KW - Taxonomy

KW - Multivariate analysis

KW - Marketing data processing

KW - Finland

U2 - 10.1108/03090561311306688#sthash.8GeDxNCx.dpuf

DO - 10.1108/03090561311306688#sthash.8GeDxNCx.dpuf

M3 - Article

VL - 47

SP - 715

EP - 737

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 5/6

ER -