Quantitative and qualitative measurement methods of companies’ marketing efficiency

Salkovska, Jelena; Ogsta, Elīna

doi:10.7220/mosr.1392.1142.2014.70.7

Cited by 3 publications

(4 citation statements)

References 5 publications

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“…The study described in this article uses an exploratory design and a qualitative approach, in that it aims to develop familiarity with the subject. The decision was made to use the case study method as opposed to other qualitative research methods for its adaptability to the question proposed in the field research, and its potential to promote the observations of the similarities and differences between the unit (marketing mix strategies) analyzed in the case study and the principles discussed in the literature (Gehman et al, 2017;Šalkovska & Ogsta, 2014;Yin, 2015). A case study is a research method that is used to generate an in-depth, multifaceted understanding of a complex issue in its real-life context.…”

Section: Methodsmentioning

confidence: 99%

Green marketing mix: A case study of Brazilian retail enterprises

Madeira

2019

Environmental Quality Mgmt

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The challenges posed by the limited availability of resources means that retail operations and methods must be revised and redesigned. Against the current backdrop of changes, companies are seeking to innovate the way in which they market their wares. Within this context, this article discusses the “green marketing mix” from the perspective of Brazilian retail enterprises. In addition, the study described in this article sought to identify and highlight the elements that should be considered when defining strategically each variable within the green retail marketing mix. As part of this work, a case study was carried out on two Brazilian retail companies. The case analysis revealed that despite defining themselves as “green,” when their retail marketing mix was analyzed, the companies presented differing degrees of sustainability. Furthermore, expanding the theoretical framework for the green retail marketing mix is a crucial issue in the services sector, and it has significant, practical repercussions.

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Section: Methodsmentioning

confidence: 99%

Green marketing mix: A case study of Brazilian retail enterprises

Madeira

2019

Environmental Quality Mgmt

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“…We used a proxy for positioning and image building: we considered the number of clients (Dudic et al, 2020). We propose that a subjective perspective on a marketing quantitative measurement metrics (clients count) (Šalkovska & Ogsta, 2014) is positively related to financial measures. Consequently, we expect such relationship to be this way: Hypothesis 1.5.…”

Section: Proposed Hypothesesmentioning

confidence: 99%

SMEs Managers’ Perceptions of MCS: A Mixed Methods Approach

Curado

Jesús

Bontis

2022

Journal of Small Business Strategy

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The goals of this study are to explore the use of the Management Control Systems (MCS) by SMEs’ managers at the country level in order to identify the importance given to financial and nonfinancial measures, as well as key performance indicators. In this study, we use the behavioral accounting lens and adopt mixed methods approach to study the use of the MCS in Portuguese small to medium enterprises (SMEs): a correlational and a configurational analysis. Data was collected from a cross-sectional survey of 414 top managers of Portuguese SMEs across several industries. The results show that managers’ perceptions of the importance given to financial measures is positively and significantly related to the importance given to several nonfinancial measures. We take an original approach by addressing the managers’ perceptions to contribute to the understanding of Portuguese SMEs’ use of tools for strategy implementation: the use of different MCS. Additionally, the study discovers alternative configurations of individual and organizational conditions that lead to the managers’ perception of the importance given to financial and nonfinancial measures. This paper offers support for SMEs based on controlling strategy implementation by using MCS. The study’s limitations regard a relatively low response rate to the questionnaire (4.56%), which may be justified because data was collected during the COVID-19 pandemic. We offer alternative configurations that generate the perception of managers about the importance of using financial and nonfinancial measures. Our results enlighten the use of such tools in support of strategic accomplishment.

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“…Despite the importance that application of marketing metrics has for companies in transition economies, according to the authors' knowledge, there are only a few studies dealing with this issue and most of them have not been done in recent times. Previous studies have mostly focused on assessing the role that marketing metrics play when measuring the achieved results of marketing functions within the company (Melovic et al, 2020;S ˇalkovska and Ogsta, 2014;Sampaio et al, 2011) or identifying the extent to which their implementation depends on the specificities of the marketing orientation of the company and the nature of the market in which it operates (Nexhipi, 2014;Farley et al, 2008;Ambler and Xiucun, 2003). However, previous research have neither discovered, which factors prevent more rigorous applications of marketing metrics in the strategic decision-making process at an enterprise level, nor the extent to which company's characteristics, such as size, activity and ownership structure, affect marketing metrics' degree of implementation.…”

Section: Introductionmentioning

confidence: 99%

“…This issue has been insufficiently researched even in developed countries (Hacioglu and Go ¨k, 2013;Zahay and Griffin, 2010;Seggie et al, 2006;Gupta and Zeithaml, 2006;Barwise and Farley, 2004), but it is especially prevalent in transition economies, which served as one of the main motives for this study. Previous research conducted in transition economies have also only investigated the level of knowledge or level of implementation of marketing metrics (Cvitanovic, 2018;S ˇalkovska and Ogsta, 2014;Farley et al, 2008). However, it did neither provide a comprehensive analysis on how the knowledge of marketing metrics affects the level of their application in the decision-making process nor to what extent these indicators are considered important by marketing managers, for making the strategic business decisions.…”

Section: Introductionmentioning

confidence: 99%

Strategic business decision making: the use and relevance of marketing metrics and knowledge management

Melović

Dabić

Vukčević

et al. 2021

JKM

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Purpose The purpose of this paper is to investigate the perception of marketing managers in a transition country Montenegro with regards to marketing metrics. The paper examines the degree in which managers are familiar with the way marketing metrics are applied and how important they are in the process of making business decisions in a company operating in a Montenegro. Design/methodology/approach Data was collected during 2020 through a survey of 171 randomly selected companies and was analyzed using structural equation model and the statistical method of analysis of variance tests. Findings The obtained results show that managers are quite familiar with financial and non-financial metrics. Both groups are applied to a significant degree, as managers believe that these indicators provide valuable information needed during the decision-making process. Still, more emphasis is placed on the knowledge, implementation and importance of non-financial metrics compared to financial metrics. This is probably due to the specificities of the economic activities of the companies operating in Montenegro, as most of them are service companies, which is why non-financial metrics (such as consumer metrics) are the most important indicators when it comes to ascertaining the market position of the company. Additionally, in recent years the primary focus in Montenegro, as country that is still in the process of transformation from planned economy to a free-market form, has been placed on strengthening of competitiveness and advancing the market orientation of companies. This led to an increase in the importance that managers in transition countries attach to non-financial metrics. Research limitations/implications The fact that the survey only covers companies from one country is its limitation. Practical implications The obtained results will have a significant empirical contribution, which is reflected in providing guidelines for managers on how to improve the system of measuring and controlling marketing performance, all that to strengthen the competitiveness of the company, and can serve managers of hierarchy levels in a company as guidelines for making decisions on the implementation of marketing strategy and marketing metrics, to improve business performance, multi-context customer interaction, cost-saving and strengthen competitiveness. Social implications Obtaining necessary knowledge management and implementing marketing metrics are important conditions for consideration when it comes to the continuous monitoring and improvement of business results, increasing competitiveness and advancing the market position of the company. Originality/value The originality stems from the analysis of the interconnection that exists between marketing metrics and strategic decision-making, which is expected to be positively reflected in the development of society, i.e. strengthening the competitiveness of companies based on knowledge management achieved through the assessment of the degree of knowledge, the implementation and the significance of each of the metrics covered within this research in business decision-making processes. The paper provides insights into the extent to which managers understand the meaning of these indicators and are able to combine different marketing metrics to obtain more complex indicators, serving as necessary inputs when making strategic business decisions.

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Quantitative and qualitative measurement methods of companies’ marketing efficiency

Cited by 3 publications

References 5 publications

Green marketing mix: A case study of Brazilian retail enterprises

Green marketing mix: A case study of Brazilian retail enterprises

SMEs Managers’ Perceptions of MCS: A Mixed Methods Approach

Strategic business decision making: the use and relevance of marketing metrics and knowledge management

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