What does "good" look like? A three-country examination of marketing practice


Grounded in configuration theory, this study investigates the notion of co-alignment of business orientation, marketing assets and marketing capabilities, and their relationships to performance. Using these criteria, profiles of high performing businesses were derived and assessed against a three country sample of Brazil, China and the UK. Findings are consistent, statistically significant and invariant across the sample. They show that businesses with ideal profiles significantly outperform competitors in terms of market-based performance, customer satisfaction, and financial performance. Furthermore, profiles of top performing organizations are similar across countries with respect to their orientations, assets, and capabilities. Only customer-based assets, network capabilities, and customer and shareholder orientations were different. Implications and future research directions are subsequently addressed.

Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School > Economics, Finance & Entrepreneurship
Event Title: 42nd EMAC annual conference 2013
Event Type: Other
Event Dates: 2013-06-04 - 2013-06-07
Uncontrolled Keywords: strategic profiles,profile deviation,coalignment
ISBN: 978-9944-380-10-2
Last Modified: 27 Dec 2023 09:58
Date Deposited: 27 Feb 2014 03:17
PURE Output Type: Conference contribution
Published Date: 2013
Authors: Sood, Aarti
Rudd, John
Farrell, Andrew (ORCID Profile 0000-0002-5903-3611)



Version: Accepted Version

Export / Share Citation


Additional statistics for this record