Linking Marketing to Strategic Long-Range Planning

Simerly, Robert G.

doi:10.1300/j054v02n02_09

Cited by 2 publications

(1 citation statement)

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“…We measured selling ability using four items based on the assessment of the social enterprises' ability to develop sales management plans and controlling systems, and provide training for their sales representatives (Camarero & Garrido, 2009). The measurement of marketing planning capability consists of five items that assess the extent to which the social enterprises are able to conceive marketing strategies that optimize the match between the organization's resources and its markets (Sargeant & Ewing, 2001;Simerly, 1995). Finally, we assessed marketing implementation capability using five items that explore whether social enterprises can transform their intended marketing strategies into actions through allocating marketing resources and monitoring their marketing performance (Liu & Ko, 2012).…”

Section: Measurementmentioning

confidence: 99%

An Investigation of Marketing Capabilities and Social Enterprise Performance in the UK and Japan

Liu

Eng

Takeda

2015

Entrepreneurship Theory and Practice

144

170

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The purpose of this article is to extend the existing research on the relationship between eight different types of marketing capability and social enterprise performance. More specifically, we examine third sector organizations that have transformed their traditional business model to become more business-like social enterprises and how these marketing capabilities influence the success of this transformation in both the UK and Japan. We identify, among other things, that not all marketing capabilities are positively associated with social enterprise performance. These findings challenge the conventional wisdom that market-driven organizations must develop all types of marketing capability. We suggest that social entrepreneurs should develop their marketing capabilities selectively according to their specific performance objectives.

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Section: Measurementmentioning

confidence: 99%