Benchmarking marketing productivity using data envelopment analysis

Donthu, Naveen; Hershberger, Edmund K.; Osmonbekov, Talai

doi:10.1016/j.jbusres.2004.05.007

Cited by 154 publications

(121 citation statements)

References 10 publications

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“…DEA, first developed in 1978 to evaluate governmental and non-profit operations' efficiency across units, has been applied in a variety of service-business sectors including hotels (Morey & Dittman, 1995), chain restaurants (Reynolds and Thomson, 2007), service productivity (Johnston & Jones, 2004), services marketing (Donthu, Hershberger, & Osmonbekok, 2005), and tourism (Wober & Fesenmaier, 2004). Operationally, DEA is a nonparametric statistical approach that considers the ratio of the weighted sum of outputs to the weighted sum of inputs, ultimately identifying the most efficient units within the given set and in consideration of the variables included in the analysis.…”

Section: Dea and Semmentioning

confidence: 99%

Validating a DEA-based menu analysis model using structural equation modeling

Reynolds

Taylor

2011

International Journal of Hospitality Management

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Section: Dea and Semmentioning

confidence: 99%

Validating a DEA-based menu analysis model using structural equation modeling

Reynolds

Taylor

2011

International Journal of Hospitality Management

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“…Although it was initially proposed to evaluate organisational efficiency, several studies have shown that this technique can also be useful in evaluating efficiency in specific management areas, such as marketing (see, for example, Dutta, Kamakura & Ratchford, 2004;Donthu, Hershberger & Osmonbekov, 2005;Luo & Donthu, 2005) and finance (see, for example, Psillaki, Tsolas & Margarities, 2010;Lamb & Tee, 2012). For a recent survey on DEA applications the reader is referred to Liu, Lu, Lu and Lin (2013).…”

Section: Introductionmentioning

confidence: 99%

Does partial privatisation improve performance? Evidence from a chain of hotels in Portugal

Amado

Santos

Serra

2017

Journal of Business Research

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This article contributes to the literature by testing six research hypotheses regarding the impact of partial privatisation on firms' performance. We measure performance using Data Envelopment Analysis (DEA), the Malmquist Index and ratios related to labour productivity, profitability and capacity utilisation. We use the Wilcoxon Signed Rank test to compare the performance after privatisation with that before privatisation. The hypotheses are tested with data from a chain of Portuguese heritage hotels, partially privatised in 2003. We conclude that productivity growth after privatisation is superior to productivity growth before privatisation due to technological progress. However, due to a frontier regress observed in the privatisation year, total factor productivity and profitability deteriorated after privatisation. This suggests that both efficiency changes and frontier shifts should be taken into account in order to accurately assess the impact of privatisation.

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“…They use DEA for the operational analysis. Donthu et al (2005) try to fill the gap in research of the lack of appropriate methodological tools for analyzing the benchmarking process in marketing. DEA is suggested to aid traditional benchmarking activities and is useful in identifying the best performing units to be benchmarked against, as well as in providing actionable measures for improvement of a company's marketing performance.…”

Section: Introductionmentioning

confidence: 99%

Do Marketing Objectives Affect Marketing Efficiency? A Case Study of Dates Marketing in Saudi Arabia

Al-Abdulkader¹,

Kahtani²,

Elhendy³

et al. 2017

JEBAS

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Saudi Arabia has dates as the most important agriculture crop, from both production and area harvested sides, its area was 155 thousand hectares and production was 991 thousand tons in 2010. Even that, the post production stage for dates did not developed to offer the efficient marketing services. Technical and cost efficiency estimation of date marketing became a necessary step to develop date marketing services. This study explores the relationship between, date marketing efficiencies, technical (TE) and cost (CE), and date marketing objectives, with special reference to date marketing scales (Y), date marketing margin (MM), and date marketing classical efficiency as ratio between date marketing margins to date marketing costs (MM/MC). Results of this case study indicated that technical efficiency, based on dates marketing scale objective, gets the highest value at Madena (0.80) while lowest was at Al-Hassa (0.68). While cost efficiency did not change much as it was 0.23 at Al-Hassa and 0.20 at the other 3 provinces. While for date marketing margin objective, the technical and cost efficiencies are the same, 0.7 and 0.2, respectively for all the studied four provinces. The ratio of market margin to marketing costs (MM/MC), as an objective, has its impact on technical efficiency for date marketing was about 0.7, for 3 provinces except at Riyadh, it was 0.6. The dates marketing cost efficiencies for all 4 provinces have the same value of 0.2.

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Benchmarking marketing productivity using data envelopment analysis

Cited by 154 publications

References 10 publications

Validating a DEA-based menu analysis model using structural equation modeling

Validating a DEA-based menu analysis model using structural equation modeling

Does partial privatisation improve performance? Evidence from a chain of hotels in Portugal

Do Marketing Objectives Affect Marketing Efficiency? A Case Study of Dates Marketing in Saudi Arabia

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