To read this content please select one of the options below:

Marketing performance assessment systems and the business context

Johanna Frösén (Department of Marketing, Aalto University School of Economics, Helsinki, Finland)
Henrikki Tikkanen (Department of Marketing, Aalto University School of Economics, Helsinki, Finland)
Matti Jaakkola (Department of Marketing, Aalto University School of Economics, Helsinki, Finland)
Antti Vassinen (Department of Marketing, Aalto University School of Economics, Helsinki, Finland)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 24 May 2013

4396

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.

Keywords

Citation

Frösén, J., Tikkanen, H., Jaakkola, M. and Vassinen, A. (2013), "Marketing performance assessment systems and the business context", European Journal of Marketing, Vol. 47 No. 5/6, pp. 715-737. https://doi.org/10.1108/03090561311306688

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Related articles