Julkaisut
Matti Jaakkola, Petri Parvinen & Kristian Möller: Strategic Marketing and Its Effect on Business Performance in Three European Engineering Countries (17.03.2008)
This study explores empirically how different marketing resources and business orientations affect on firms’ financial performance through competitive advantages and market performance, drawing its conceptual model on literature. It makes a contribution by comparing success factors and their magnitude on performance in different, country-specific business environments: three European engineering countries, or Austria, Finland and Germany. The findings indicate that inside-out capabilities are those most positively effecting to company performance. Some sensitivity by sample country was in place; generally, Germany was seen to be the most, Finland the least effective “strategic marketer”. Some potential limitations for result interpretation were, however, identified.
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