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Intraindustry marketing strategy effects on the analysis of firm performance |
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| Authors: | Gary L. Frazier |
| Affiliation: | University of Illinois at Urbana—Champaign, IL, USA;Texas Tech University, USA |
| Abstract: | Data aggregation across industries has been shown to be inappropriate in describing correlates of business firm performance. This study examines firms performing a similar function within one industry and suggests a further qualification to this analysis; it may be necessary to account for dominant and varying marketing strategies when estimating performance equations in some industries. |
| Keywords: | Address correspondence to Gary L. Frazier College of Commerce and Business Administration 1206 South Sixth Street University of Illinois at Urbana-Champaign IL 61820 USA. |
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