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The relationship between market orientation and marketing effectiveness: The moderating influence of budget slack.

机译：市场导向与营销效果之间的关系：预算松弛的适度影响。

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摘要

The relationship between market orientation and firm performance has been widely studied, but with mixed results. Firm performance has been measured using financial metrics such as return on assets (ROA) or subjective measures such as overall performance. These performance measures raise questions since ROA is difficult if not impossible to measure on a comparative strategic business unit basis and overall performance is so vague as to be meaningless.; This study uses marketing effectiveness, the achievement of sales and market share objectives against which to measure the influence of market orientation. These objectives embody the firm's strategic and financial plans and are used to evaluate managers. The moderating influence of budget slack on the market orientation and marketing effectiveness relationship is assessed. Budget slack is when managers set objectives too low to assure that they are achieved in the face of uncertainty or to assure a bonus or additional compensation. Assessing the moderating influence of budget slack provides insight into the market orientation and marketing effectiveness relationship.; This study also examined the role of information asymmetry and environmental uncertainty on budget participation, the influence of budget participation on budget slack, and the relationship between market orientation and information asymmetry.; A survey was conducted of 169 managers, mainly at Fortune 500 companies, across a variety of industries, using a self-reported questionnaire. Results show a positive relationship between market orientation and marketing effectiveness, (r = .423, p .0001), and between information asymmetry and budget participation (r = .188, p .05). The moderating influence of budget slack on the market orientation and marketing effectiveness relationship was not significant.; This research supports the core theoretical construct that market orientation predicts firm performance by generating and disseminating information about customers and competitors and acting on that information to achieve sales and market share objectives. For the researcher, this study offers suggestions to expand the domain of the market orientation construct and to improve the budget slack and environmental uncertainty constructs.
机译：市场取向与企业绩效之间的关系已被广泛研究，但结果却不尽相同。公司的绩效是使用财务指标（例如资产回报率（ROA））或主观指标（例如整体绩效）进行衡量的。这些绩效指标引起了质疑，因为即使不是不可能在比较战略业务部门的基础上衡量ROA也是困难的，并且总体绩效如此模糊以至于毫无意义。这项研究使用营销有效性，销售成就和市场份额目标来衡量市场定位的影响。这些目标体现了公司的战略和财务计划，并用于评估管理人员。评估了预算松弛对市场导向和营销有效性关系的适度影响。预算松弛是指管理者将目标设定得过低，以致无法在不确定性的情况下实现目标，或确保获得奖金或额外补偿。评估预算松弛的适度影响可以洞悉市场定位和营销效果之间的关系。这项研究还研究了信息不对称和环境不确定性对预算参与的作用，预算参与对预算松弛的影响，以及市场定位与信息不对称之间的关系。使用自我报告的问卷调查了来自各行各业的169位管理人员，主要来自《财富》 500强公司。结果表明，市场导向与营销有效性之间存在正相关关系（r = .423，p <.0001），信息不对称与预算参与之间存在正相关关系（r = .188，p <.05）。预算松弛对市场导向和营销有效性关系的调节作用不显着。这项研究支持核心理论构架，即市场导向通过生成和传播有关客户和竞争对手的信息并根据该信息采取行动来实现销售和市场份额目标，从而预测公司的业绩。对于研究人员而言，这项研究为扩展市场导向结构的领域，改善预算松弛和环境不确定性结构提供了建议。

著录项

  • 作者

    Brotspies, Herbert V.;

  • 作者单位

    Nova Southeastern University.;

  • 授予单位 Nova Southeastern University.;
  • 学科 Business Administration Marketing.; Business Administration Accounting.
  • 学位 D.B.A.
  • 年度 2005
  • 页码 226 p.
  • 总页数 226
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;财务管理、经济核算;
  • 关键词

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