Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample

Yıl: 2009 Cilt: 0 Sayı: 23 Sayfa Aralığı: 37 - 53 Metin Dili: Türkçe

Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample

Öz:
Bu çalışmanın amacı pazarlama operasyonel verimliliğinin ve pazarlama sistem etkinliğinin şirket performans göstergeleri üzerindeki etkisini anlamaktır. Pazarlama operasyonel verimliliği ve pazarlama sistem etkinliği, pazarlama etkinliğinin açıklayıcı faktör analizi sonucu elde edilen iki bileşenidir. Bu çalışmada kullanılan şirket performans göstergeleri genel performans, yatırımların geri dönüş oranı, yeni ürün satış yüzdesi, pazar payı değişim miktarı, ve satış büyümesidir. Araştırma kapsamında, çeşitli sektörlerde faaliyet gösteren 74 şirketten 296 anket toplanmıştır. Bulgular, pazarlama operasyonel verimliliğinin, yani kısa dönem, operasyonel faktörlerin, bütün şirket performans göstergelerini olumlu olarak etkilediğini göstermektedir. Ancak, daha uzun dönemli, stratejik boyudan kapsayan pazarlama sistem etkinliğinin şirket performans göstergeleri üzerinde anlamlı bir etkisi bulunmamıştır.
Anahtar Kelime:

Pazarlama etkinliği bileşenlerinin şirket performansı üzerindeki etkisi: Çoklu endüstri örneklemiyle görgül analiz

Öz:
The aim of this study is to understand the influence of marketing operational efficiency and marketing system effectiveness on firm performance dimensions. Marketing operational efficiency and marketing system effectiveness are two dimensions of marketing effectiveness derived as a result of the exploratory factor analysis performed on the data. Firm performance dimensions used in the study are overall performance, ROI, percentage of new product sales, change in market share, and sales growth, all measured relative to competitors. Multiple respondent firm level data are collected through a survey of 74 firms operating in a variety of industries, resulting in 296 individual surveys. Findings indicate that marketing operational efficiency, a set of short-term, operational dimensions, positively influences all of the firm performance dimensions. On the other hand, marketing system effectiveness, measuringlonger-term, strategic factors, does not have such an impact.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA GÜL M (2009). Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. , 37 - 53.
Chicago GÜL MISRA ÇAĞLA Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. (2009): 37 - 53.
MLA GÜL MISRA ÇAĞLA Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. , 2009, ss.37 - 53.
AMA GÜL M Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. . 2009; 37 - 53.
Vancouver GÜL M Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. . 2009; 37 - 53.
IEEE GÜL M "Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample." , ss.37 - 53, 2009.
ISNAD GÜL, MISRA ÇAĞLA. "Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample". (2009), 37-53.
APA GÜL M (2009). Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. Bogazici Journal: Review of Social, Economic and Administrative Studies, 0(23), 37 - 53.
Chicago GÜL MISRA ÇAĞLA Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. Bogazici Journal: Review of Social, Economic and Administrative Studies 0, no.23 (2009): 37 - 53.
MLA GÜL MISRA ÇAĞLA Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. Bogazici Journal: Review of Social, Economic and Administrative Studies, vol.0, no.23, 2009, ss.37 - 53.
AMA GÜL M Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. Bogazici Journal: Review of Social, Economic and Administrative Studies. 2009; 0(23): 37 - 53.
Vancouver GÜL M Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample. Bogazici Journal: Review of Social, Economic and Administrative Studies. 2009; 0(23): 37 - 53.
IEEE GÜL M "Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample." Bogazici Journal: Review of Social, Economic and Administrative Studies, 0, ss.37 - 53, 2009.
ISNAD GÜL, MISRA ÇAĞLA. "Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample". Bogazici Journal: Review of Social, Economic and Administrative Studies 23 (2009), 37-53.