Marketing Performance Measurement Systems: Does Comprehensiveness Really Improve Performance?
Abstract
Comprehensive performance measurement systems such as the balanced scorecard have received considerable attention in marketing. However, whether and under which circumstances comprehensiveness as a performance measurement system property is desirable and contributes to firm performance is still a subject of debate in research and practice. To address this issue, the authors use dyadic field data from marketing managers and management accounting...
Paper Details
Title
Marketing Performance Measurement Systems: Does Comprehensiveness Really Improve Performance?
Published Date
May 1, 2012
Journal
Volume
76
Issue
3
Pages
56 - 77
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