Strategic marketing and business performance:a study in three European 'engineering countries'


In spite of its relevance, the effects of strategic marketing on business performance are sparingly studied, especially in particular business contexts. We address this gap in two ways. First, we examine the influence of four key strategic marketing concepts—market orientation, innovation orientation, and two marketing capability categories (outside-in and inside-out capabilities)—on company performance. Second, these relationships are studied in three European “engineering countries:” Austria, Finland and Germany. Their relative homogeneity enables testing the generality versus context-specificity of strategic marketing's performance impact. Using SEM analysis, surprisingly weak relationships between market orientation and outside-in capabilities, and business performance are identified, as opposed to the strong role of inside-out capabilities and innovation orientation. These results can be understood through the “engineering country” characteristics. Moreover, clear differences in results are identified among these relatively homogenous countries. This is a major finding as it challenges the widely assumed generality of the strategic marketing–performance relationship. Country-specific results have also considerable managerial relevance.

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Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: NOTICE: this is the author’s version of a work that was accepted for publication in Industrial marketing management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Jaakkola, M, Möller , K, Parvinen, P, Evanschitzky, H & Mühlbacher, H, 'Strategic marketing and business performance: a study in three European 'engineering countries'' Industrial marketing management, vol 39, no. 8 (2010) DOI
Uncontrolled Keywords: strategic marketing,business performance,resource-based view,business orientations,structural equation modeling,Marketing
Publication ISSN: 1873-2062
Last Modified: 24 Jan 2024 08:04
Date Deposited: 11 Mar 2019 18:14
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2010-11
Authors: Jaakkola, Matti
Möller, Kristian
Parvinen, Petri
Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)
Mühlbacher, Hans



Version: Accepted Version

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