Julkaisut

Johanna Frösén: Measuring Marketing Performance from a Shareholder Perspective - The Use of Marketing Metrics in Finnish Companies (15.05.2008)

This study explores the marketing performance measurement practices in Finnish companies from a shareholder value perspective. First, a theoretical framework of marketing performance is constructed based on previous research and literature. Second, empirical evidence is introduced to investigate the current measurement practices in Finnish companies. The correspondences between the findings and the theoretical framework form a basis for evaluating the measurement practices in terms of capturing marketing’s contribution to shareholder value.

The data used in this study were collected by a web-based questionnaire, targeted to the upper management in Finnish companies. The questionnaire was sent to 15 941 decision makers, of which 1 157 completed the survey. Two multivariate data analysis techniques were used to address the research questions on the basis of the data. First, factor analysis was conducted in order to identify the underlying dimensions present in the current marketing performance measurement systems. Second, different profiles of marketing performance measurement were identified by clustering respondents and characterized in comparison with contextual factors.

The findings of the study identify nine dimensions of marketing performance underlying the measurement systems in Finnish companies. These dimensions were found to be emphasised differently in five types of systems for marketing performance measurement. The theoretical framework provided no apparent explanations for the different choices of metrics – instead, the differences appeared to stem from the business context. Thus, the study indicates that a particular corporate context influences the application of the theoretical framework in practice.

The study provides an overall view of the marketing performance measurement in Finland, serving as a ground for further investigations concerning particular sectors or industries, extended qualitative studies on the evolution of performance and international comparisons.

KEYWORDS: Strategic marketing, marketing performance, marketing performance measurement, marketing metrics, shareholder value, multivariate analysis

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