Marketing performance assessment systems and the business context

Johanna Frösén*, Henrikki Tikkanen, Matti Jaakkola, Antti Vassinen

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

32 Citations (Scopus)


Purpose: This study provides empirical evidence for the contextuality of marketing performance assessment (MPA) systems. It aims to introduce a taxonomical classification of MPA profiles based on the relative emphasis placed on different dimensions of marketing performance in different companies and business contexts. 

Design/methodology/approach: The data used in this study (n=1,157) were collected using a web-based questionnaire, targeted to top managers in Finnish companies. Two multivariate data analysis techniques were used to address the research questions. First, dimensions of marketing performance underlying the current MPA systems were identified through factor analysis. Second, a taxonomy of different profiles of marketing performance measurement was created by clustering respondents based on the relative emphasis placed on the dimensions and characterizing them vis-á-vis contextual factors. 

Findings: The study identifies nine broad dimensions of marketing performance that underlie the MPA systems in use and five MPA profiles typical of companies of varying sizes in varying industries, market life cycle stages, and competitive positions associated with varying levels of market orientation and business performance. The findings support the previously conceptual notion of contextuality in MPA and provide empirical evidence for the factors that affect MPA systems in practice. 

Originality/value: The paper presents the first field study of current MPA systems focusing on combinations of metrics in use. The findings of the study provide empirical support for the contextuality of MPA and form a classification of existing contextual systems suitable for benchmarking purposes. Limited evidence for performance differences between MPA profiles is also provided.

Original languageEnglish
Peer-reviewed scientific journalEuropean Journal of Marketing
Issue number5-6
Pages (from-to)715-737
Number of pages23
Publication statusPublished - 2013
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Contextuality
  • Finland
  • Marketing data processing
  • Marketing metrics
  • Marketing performance assessment systems
  • Multivariate analysis
  • Taxonomy
  • Marketing Effectiveness and Profitability


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