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Srivastava, Rajendra K.; Shervani, Tasadduq A.; Fahey, Liam

doi:10.1023/a:1009741700243

Cited by 38 publications

(9 citation statements)

References 22 publications

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“…Traditionally, marketing has tended to focus on sales growth and market share rather than evaluating the impact of marketing decisions on shareholder value creation. 15 In a relationship marketing world, marketing strategy shifts towards investment in customer retention rather than customer acquisition. The priority should be investment in retaining the most valuable customers.…”

Section: Relationship Marketingmentioning

confidence: 99%

Latest thinking on attaching a financial value to marketing strategy: Through brands to valuing relationships

Ward

Ryals²

2001

J Target Meas Anal Mark

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Section: Relationship Marketingmentioning

confidence: 99%

Latest thinking on attaching a financial value to marketing strategy: Through brands to valuing relationships

Ward

Ryals²

2001

J Target Meas Anal Mark

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“…Srivastava, Shervani, and Fahey suggest a better link between market-based assets created through marketing and shareholder value. 35 They propose that marketing creates market-based assets such as customer relationships that include brands and installed base, and partner relationships that include channels, co-branding and networks. These marketbased assets are translated into market performance on multiple The earlier research in retailing predominantly examined non-financial retailing output measures such as sales per square foot or sales per employee.…”

Section: Financial Measures Of the Firm Based On Marketingmentioning

confidence: 99%

Efficacy of financial measures of marketing: It depends on markets and marketing strategies

Sheth¹,

Sharma

2001

J Target Meas Anal Mark

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financial returns on marketing expenditures were not evaluated. For example, Pets.com spent $27m on advertising (including Super Bowl advertisements) as their customer acquisition costs soared to more than $500 per customer. The result is that Pets.com no longer exists. Secondly, in the search for internal efficiencies and process re-engineering of organisations, primary departments such as manufacturing and corporate support have already been examined. As an example, manufacturing and operations costs have declined from 50 per cent of corporate costs in the 1950s to 30 per cent or less today. 1 In contrast, marketing costs today make up to 50 per cent or more of corporate costs, a dramatic increase from 20 per cent in the 1940s. As a result, senior executives are now looking at the financial efficiency and effectiveness of a firm's marketing expenditures. In addition, recent research challenges some of the assumptions that marketers have long held regarding the ABSTRACT There has been an increase in attention given to the financial returns of the marketing function, primarily because marketing costs are seen as increasing, with declining returns. For example, both brand loyalty and customer satisfaction levels are declining in spite of increasing marketing expenditures. One of the reasons for the increased pressure on marketing is that the marketing function has utilised limited financial measures of efficiency and effectiveness. This paper examines previous research in this area, and provides a framework from which to examine existing financial measures of marketing evaluation that will lead to future research in this area.

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“…Alguns artigos publicados no JM podem ser destacados como estudos chave na integração do marketing com os processos organizacionais e criação de valor para shareholders (Srivastava, Shervani, & Fahey, 1999), com a análise de valor da governança para as decisões estratégicas de marketing (Ghosh & John, 1999), com a estratégia da empresa (Frels, Shervani, & Srivastava, 2003;Johnson, Sohi, & Grewal, 2004). Outros exemplos da relação entre marketing e estratégia podem ser exemplificados por edições especiais em periódicos relevantes na área de marketing para a aplicação da TCT em marketing no Journal of Retailing (vol.…”

Section: Introductionunclassified

Pesquisa em Marketing e Estratégia nos Principais Periódicos Internacionais: Um Estudo Bibliométrico sobre Publicações no Século XXI

Guerrazzi¹,

Brandão²,

Campos³

et al. 2015

RIAE

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RESUMOO relacionamento entre Marketing e Estratégia é investigado nesta pesquisa bibliométrica em vinte publicações dos principais periódicos acadêmicos, divididos igualmente quanto à área de conhecimento. Foram usadas técnicas de citação, cocitação, análise fatorial exploratória (AFE) e escalonamento multidimensional (EMD) para identificação dos trabalhos mais influentes, das abordagens conceituais empregadas e da evolução deste diálogo ao longo destes primeiros 14 anos do século XXI. A amostra selecionada foi composta por 5.270 artigos e mais de 130.000 citações, que tiveram forte influência conceitual da Visão Baseada em Recursos (VBR), Estratégia Baseada em Conhecimento, de trabalhos envolvendo Teoria dos Custos de Transação (TCT) e estratégia competitiva da Organização Industrial (OI). As referências mais citadas foram agrupadas em três fatores representando estas abordagens conceituais empregadas. Os resultados evidenciam: a) um crescimento representativo dos artigos utilizando as duas áreas nos periódicos de Marketing; b) VBR, TCT e OI como os temas de Estratégia mais utilizados para a abordagem de Marketing e; c) os estudos mais relevantes no período analisado. Este artigo propõe uma agenda para pesquisas futuras que aprofunde a investigação da relação entre Marketing e Estratégia e supra as lacunas apontadas. Palavras-chave:Marketing; Estratégia; Estudo Bibliométrico; Análise de Cocitação; Análise Fatorial. SEARCH FOR MARKETING AND STRATEGY IN KEY INTERNATIONAL JOURNAL: A BIBLIOMETRIC PUBLICATIONS STUDY ON THE XXI CENTURY ABSTRACTThis bibliometric study investigates Marketing and Strategy association in twenty relevant academic journals, divided equally between both fields. The methods used to identify the most influential studies; the most common conceptual approach and how researches from both areas evolved in the first fourteen years of the 21 st century were citation and cocitation network analysis, exploratory factor analysis (EFA) and metric multidimensional scaling (MDS). Sample size was comprised of 5,270 articles, embodying over 130,000 citations, which had a relevant conceptual influence on the Resource Based View (RBV), Knowledge Based View (KBV), Transaction Cost Theory (TCT) and competitive strategy of the Industrial Organization (IO). Uppermost cited references were clustered in three factors, representing the theoretical approach used when both disciplines are compiled. The results showed: a) meaningful increase on the number of papers encompassing both areas in Marketing journals; b) RBV, TCT and IO as the most used Strategic themes to connect with Marketing and c) the overall most cited studies in the period of analysis. Guidelines for future research are provided for further investigation on the combination of Marketing and Strategy, identifying possible gaps to be covered. Keywords:Marketing; Strategy; Bibliometric Study; Co-Citation Analysis; Factor Analysis. RESUMENLa relación entre el Marketing y Estrategia se investiga en este bibliométricos publicaciones de investigación en vein...

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Untitled

Cited by 38 publications

References 22 publications

Latest thinking on attaching a financial value to marketing strategy: Through brands to valuing relationships

Latest thinking on attaching a financial value to marketing strategy: Through brands to valuing relationships

Efficacy of financial measures of marketing: It depends on markets and marketing strategies

Pesquisa em Marketing e Estratégia nos Principais Periódicos Internacionais: Um Estudo Bibliométrico sobre Publicações no Século XXI

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