Marketing Metrics Use in a Transition Economy: The Case of Vietnam |
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| Authors: | John U. Farley Scott Hoenig Donald R. Lehmann Hoang Thuy Nguyen |
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| Affiliation: | 1. The Tuck School of Business , Dartmouth College , Hanover, NH;2. School of Economics and Business Sciences , University of the Witwatersrand , Johannesburg, South Africa;3. Graduate School of Business , Columbia University , New York, NY;4. Center for International Cooperation and Training , The University of Banking , Hanoi, Vietnam |
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| Abstract: | ABSTRACT This article explores the use of marketing metrics by a sample of Vietnamese firms, providing an example of the use of marketing metrics in a “transition” economy as it grows and becomes more market and marketing driven. The analysis reports usage frequency and then develops a set of “correlation chains” linking firm characteristics, metric use, and various indicators of performance. Vietnamese managers generally report that several types of metrics are used. Ownership structure and industry also impact which metrics are utilized. An initial assessment of chains relating metric use to firm performance indicates that the impact is complex and indirect. |
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| Keywords: | Marketing metrics ownership structure market and competitive conditions metric chains firm performance Vietnam |
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