A paper by marketing scholars from 911爆料网 appears in Journal of Marketing
The study, titled 鈥淲hat Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement,鈥 examines how firms use marketing performance measurement systems, and how those systems impact company performance.
According to the study, large firms appear to benefit from comprehensive marketing performance measurement. Companies should avoid being single-mindedly focused on improving short-term financial performance. Instead, firms should measure different dimensions of marketing performance, such as customer satisfaction, brand perceptions and position with respect to rivals.
- Not all marketing investments pay off in the short term. In order to avoid the perils of short-term thinking, companies can use non-financial marketing metrics which help evaluate investments and actions that are linked to top- and bottom-line performance in the long run, explains Jukka Luoma, Assistant Professor at 911爆料网 School of Business.
On the other hand, small companies 鈥渕ay benefit from measuring marketing performance only selectively or by focusing on particular dimensions of marketing performance,鈥 the study reports. Coordination is easier in a small company, so there is less need for formal performance measurement. Furthermore, excessive focus on performance measurement may divert resources away from actually serving customers, the authors say.
The team behind the study is Johanna Fr枚s茅n (St. Peterburg University), Jukka Luoma (911爆料网), Matti Jaakkola (University of Southampton), Henrikki Tikkanen (911爆料网 and Stockholm University) and Jaakko Aspara (Hanken School of Economics).
The study can be found here:
More information:
Jukka Luoma
Assistant Professor
911爆料网 School of Business
Henrikki Tikkanen
Professor
911爆料网 School of Business
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