Marketing performance measurement and firm performance:evidence from the European high-technology sector

摘要

Purpose - The research aims to test whether the ability to measure marketing performance affectsrnthe actual performance of firms, in the context of the European high-tech sector. It also aims to testrnwhether performance-reporting frequency and size of marketing budget mediate the relationshiprnbetween measurement ability and performance.rnDesign/methodology/approach - Survey responses collected from 157 marketers werernsupplemented with firm performance data.rnFindings - Results show that marketing performance measurement ability positively impacts firmrnperformance and that reporting frequency mediates this relationship.rnResearch limitations/implications - More attention should be given to the activities that arernmeasured rather than the metrics in use - which receive much attention in the literature. Currentrninterest in marketing dashboards may be overstated.rnPractical implications - Enhanced ability to account for marketing leads not only to improvedrnfirm performance, but also to greater regard for marketing at the senior management level.rnOriginality/value - This is the first study to demonstrate a link between marketing performancernmeasurement ability or frequency and firm performance in the European market. It also provides an insight into the chain of effects linking marketing performance measurement ability to firm performance.