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Marketing and competitive performance: an empirical study

Marketing and competitive performance: an empirical study Hypothesises that high performance companies have a defined mission which includes specification of their target markets and broad goals. Competitive advantage is founded on customer satisfaction, which in turn is built on a market‐led strategy, effective systems and committed and empowered staff. All these building blocks are influenced by a changing and increasingly competitive international environment. Influential government reports on industrial competitiveness have ignored the contribution of marketing. This is partly because academics themselves have not shown the link between marketing effectiveness and business performance. Explores the contribution of marketing within a broader model of the determinants of competitiveness using an empirical study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Marketing and competitive performance: an empirical study

Peter Doyle; Veronica Wong
European Journal of Marketing , Volume 32 (5/6): 22 – Jun 1, 1998
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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569810216145
Publisher site
See Article on Publisher Site

Abstract

Hypothesises that high performance companies have a defined mission which includes specification of their target markets and broad goals. Competitive advantage is founded on customer satisfaction, which in turn is built on a market‐led strategy, effective systems and committed and empowered staff. All these building blocks are influenced by a changing and increasingly competitive international environment. Influential government reports on industrial competitiveness have ignored the contribution of marketing. This is partly because academics themselves have not shown the link between marketing effectiveness and business performance. Explores the contribution of marketing within a broader model of the determinants of competitiveness using an empirical study.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jun 1, 1998

Keywords: Organizational performance; Competitive advantage; Customer satisfaction; Market orientation; Marketing strategy

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