Assessing Performance Outcomes in Marketing

操作化 营销 市场调研 实证研究 市场营销管理 业务 知识管理 计算机科学 认识论 哲学
作者
Constantine S. Katsikeas,Neil A. Morgan,Leonidas C. Leonidou,G. Tomas M. Hult
出处
期刊:Journal of Marketing [SAGE]
卷期号:80 (2): 1-20 被引量:462
标识
DOI:10.1509/jm.15.0287
摘要

Research in marketing has increasingly focused on building knowledge about how firms’ marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms’ marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual development and no systematic examination of how researchers in marketing should conceptualize and measure the performance outcomes associated with firms’ marketing. The authors develop a theory-based performance evaluation framework and examine the assessment of such performance outcomes in 998 empirical studies published in the top 15 marketing journals from 1981 through 2014. The results reveal a large number of different performance outcome measures used in prior empirical research that may be only weakly related to one another, making it difficult to synthesize findings across studies. In addition, the authors identify significant problems in how performance outcomes in marketing are commonly conceptualized and operationalized. They also reveal several theoretically and managerially important performance areas in which empirical knowledge of marketing's impact is limited or absent. Finally, they examine the implications of the results, provide actionable guidelines for researchers, and suggest a road map for systematically improving research practice in the future.
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