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What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing. Aalto University School of Business, Finland.
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2016 (English)In: Journal of marketing, ISSN 0022-2429, E-ISSN 1547-7185, Vol. 80, no 3, 60-78 p.Article in journal (Refereed) Published
Abstract [en]

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 method of configurational analysis: fuzzy-set qualitative comparative analysis. In line with prior research, the authors find that MO is an important determinant of business performance. However, to reap its benefits, managers need to complement it with appropriate MPM, the level and focus of which vary across firms. For example, whereas large firms and market leaders generally benefit from comprehensive MPM, small firms may benefit from measuring marketing performance only selectively or by focusing on particular dimensions of marketing performance. The study also finds that many of the highest-performing firms do not follow any of the particular best practices identified.

Place, publisher, year, edition, pages
2016. Vol. 80, no 3, 60-78 p.
Keyword [en]
organizational configurations, marketing control, market orientation, marketing performance measurement, business performance
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-131020DOI: 10.1509/jm.15.0153ISI: 000378149500004OAI: oai:DiVA.org:su-131020DiVA: diva2:935083
Available from: 2016-06-10 Created: 2016-06-10 Last updated: 2017-11-30Bibliographically approved

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