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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Marketing Differences Between High and Low Performing Firms
verfasst von : Ven Sriram
Erschienen in: Proceedings of the 1993 World Marketing Congress
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As the pressure to cut costs and thereby increase profitability mounts, all aspects of a business will come under close scrutiny. Marketing managers will need to undertake a thorough analysis of their various activities to determine which to retain, which to reduce, and which to eliminate. In most cases, the activities which are shown to positively impact performance will be the ones which will be continued. This study investigated high and low performing firms in order to determine which marketing variables were associated with higher performance. It was found that market research and product quality were emphasized by high performers. The implications of these findings are discussed.