Review paper
What Counts versus what can be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement
Abstract
Market orientation (MO) and marketing performance measurement (MPM) are two of the most widespread strategic marketing concepts among practitioners. However, some have questioned the benefits of extensive investments in MO and MPM. More importantly, little is known about which combinations of MO and MPM are optimal in ensuring high business performance. To address this research gap, the authors analyze a unique data set of 628 firms with a novel...
Paper Details
Title
What Counts versus what can be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement
Published Date
May 1, 2016
Journal
Volume
80
Issue
3
Pages
60 - 78
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