What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement

Johanna Frösén, Jukka Luoma, Matti Jaakkola, Henrikki Tikkanen, Jaakko Aspara

Research output: Contribution to journalArticleScientificpeer-review

66 Citations (Scopus)

Abstract

Market orientation (MO) and marketing performance measurement (MPM) are two of the most widespread strategic marketing concepts among practitioners. However, some have questioned the benefits of extensive investments in MO and MPM. More importantly, little is known about which combinations of MO and MPM are optimal in ensuring high business performance. To address this research gap, the authors analyze a unique data set of 628 firms with a novel method of configurational analysis: fuzzy-set qualitative comparative analysis. In line with prior research, the authors find that MO is an important determinant of business performance. However, to reap its benefits, managers need to complement it with appropriate MPM, the level and focus of which vary across firms. For example, whereas large firms and market leaders generally benefit from comprehensive MPM, small firms may benefit from measuring marketing performance only selectively or by focusing on particular dimensions of marketing performance. The study also finds that many of the highest-performing firms do not follow any of the particular best practices identified.
Original languageEnglish
Peer-reviewed scientific journalJournal of Marketing
Volume80
Issue number3
Pages (from-to)60-78
Number of pages19
ISSN0022-2429
DOIs
Publication statusPublished - 2016
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • organizational configurations
  • marketing control
  • market orientation
  • marketing performance measurement
  • business performance
  • Marketing Effectiveness and Profitability

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