What counts versus what can be counted:the complex interplay of market orientation and marketing performance measurement

Frösén, Johanna, Luoma, Jukka, Jaakkola, Matti, Tikkanen, Henrikki and Aspara, Jaakko (2016). What counts versus what can be counted:the complex interplay of market orientation and marketing performance measurement. Journal of Marketing, 80 (3), pp. 60-78.


Market orientation (MO) and marketing performance measurement (MPM) are two of the most widespread strategic marketing concepts among practitioners. However, some have questioned the benefits of extensive investments in MO and MPM. More importantly, little is known about which combinations of MO and MPM are optimal in ensuring high business performance. To address this research gap, the authors analyze a unique data set of 628 firms with a novel method of configurational analysis: fuzzy-set qualitative comparative analysis. In line with prior research, the authors find that MO is an important determinant of business performance. However, to reap its benefits, managers need to complement it with appropriate MPM, the level and focus of which vary across firms. For example, whereas large firms and market leaders generally benefit from comprehensive MPM, small firms may benefit from measuring marketing performance only selectively or by focusing on particular dimensions of marketing performance. The study also finds that many of the highest-performing firms do not follow any of the particular best practices identified.

Publication DOI: https://doi.org/10.1509/jm.15.0153
Divisions: Aston Business School > Marketing & Strategy
Additional Information: © 2016, American Marketing Association
Uncontrolled Keywords: organizational configurations,business performance,marketing control,market orientation,marketing performance measurement,Business and International Management,Economics and Econometrics,Marketing
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
http://journals ... ?code=amma-site (Publisher URL)
Published Date: 2016-05
Authors: Frösén, Johanna
Luoma, Jukka
Jaakkola, Matti
Tikkanen, Henrikki
Aspara, Jaakko



Version: Published Version

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