“…The differences in the use of WA are examined in three dimensions: the selection of WA metrics, the processing of WA data, and the organizational context of WA use (adapted from Pettigrew, Whipp, & Rosenfield, 1989). A similar approach has been used in the performance measurement literature (Bourne et al, 1999;Bourne, Neely, Platts, & Mills, 2002;Bourne, Kennerley, & Franco-Santos, 2005;Martinez, Pavlov, & Bourne, 2010). However, this study extends Pettigrew et al's (1989) model by demonstrating how it can be applied in marketing performance measurement research.…”