An empirical investigation on the impact of marketing strategy style on firm performance: evidence from public firms in China

Abstract

Purpose

The mechanism of marketing strategy style and its impact on firms are research issues received wide attention. In particular, the aggressive style of marketing strategy has been chosen by many companies, but recent studies have shown that it has a negative effect on corporate performance. This leads to the core issue of this paper – does the aggressive style of marketing strategy always had a negative impact on corporate performance? Are there any factors that can alleviate this negative impact?

Design/methodology/approach

Based on the resource-based theory and agency theory, this paper takes the Growth Enterprise Market (GEM) listed companies as the research objects, collects secondary data and conducts the research by regression model.

Findings

The empirical research shows that: (1) the aggressive style of marketing strategy significantly and negatively affects the performance of firm; (2) the resource constraint can moderate the main effect and resource control play a weak adjustment role.

Practical implications

In practice, this paper confirms the adverse impact of aggressive style of marketing strategy on the performance of listed companies on GEM and inspires the industry to strengthen the control and supervision of marketing resources.

Originality/value

This paper makes up for the research gap in the field of cross-research in finance and marketing theoretically.

Citation

Wang, R., Liu, L. and Feng, Y. (2021), "An empirical investigation on the impact of marketing strategy style on firm performance: evidence from public firms in China", Journal of Contemporary Marketing Science, Vol. 4 No. 2, pp. 280-299. https://doi.org/10.1108/JCMARS-05-2021-0013