Can marketing resources contribute to company performance?

Borut Milfelner (Author), Vladimir Gabrijan (Author), Boris Snoj (Author)

Abstract

The study investigates the relationships between market orientation, innovation resources, reputational resources, customer related capabilities, and distribution based assets, as well as their impact on market and financial performance. The results indicate that market orientation is indirectly related to a company's market and financial performance through other four marketing resources. Reputational resources have a positive impact on loyalty, market share, and sales volume, while the impact of innovation resources on market share and sales volume is rather indirect through customer loyalty. While the customer related capabilities significantly impact customer loyalty their impact on market share and sales volume can not be confirmed. On the other side the distribution based assets are weakly related to loyalty and market share and sales volume. General findings indicate that selected marketing resources impact financial performance indirectly through the creation of customer loyalty and directly through market share and sales volume.

Keywords

marketing;trženje;tržne raziskave;inovacije;inovacijski management;uspešnost;uspešnost poslovanja;poslovanje;poslovanje podjetja;podjetje;

Data

Language:	English
Year of publishing:	2008
Typology:	1.01 - Original Scientific Article
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	Moderna organizacija
UDC:	339.138:005.13
COBISS:	9414428
ISSN:	1318-5454
Parent publication:	Organizacija
Views:	931
Downloads:	370
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	Ali marketinški viri prispevajo k uspešnosti podjetij?
Secondary abstract:	V raziskavi proučujemo povezavo med tržno naravnanostjo in inovacijskimi viri, viri ugleda, sposobnostmi povezanimi z odjemalci in premoženjem, ki temelji na dobaviteljih, kakor tudi njihov vpliv na tržno in finančno uspešnost. Rezultati razkrivajo, da je tržna naravnanost preko štirih obravnavanih marketinških virov posredno povezana s tržno in finančno uspešnostjo podjetij. Viri ugleda imajo pozitiven vpliv na zvestobo in tržne deleže ter obseg prodaje, medtem ko je vpliv inovacijskih virov na tržne deleže in obseg prodaje predvsem neposreden preko vpliva zvestobe odjemalcev. Sposobnosti povezane z odjemalci sicer pomembno vplivajo na zvestobo odjemalcev, vendar v raziskavi njihove povezave s tržnimi deleži in obsegi prodaje nismo potrdili. Premoženje, ki temelji na dobaviteljih je zgolj šibko povezano z obema kazalcema tržne uspešnosti (zvestobo, tržnimi deleži in obsegi prodaje). V splošnem ugotavljamo, da tržni deleži in obsegi prodaje na finančno uspešnost vplivajo neposredno, hkrati pa so tudi pomemben mediator pri posrednem vplivu zvestobe odjemalcev na finančno uspešnost.
Secondary keywords:	marketing;trženje;tržne raziskave;inovacije;inovacijski management;uspešnost;uspešnost poslovanja;poslovanje;poslovanje podjetja;podjetje;
URN:	URN:NBN:SI
Type (COBISS):	Scientific work
Pages:	str. 3-13
Volume:	ǂLetn. ǂ41
Issue:	ǂšt. ǂ1
Chronology:	2008
DOI:	10.2478/v10051-008-0001-y
ID:	1735908