Linking marketing capabilities with profit growth |
| |
Authors: | Neil A Morgan Rebecca J Slotegraaf Douglas W Vorhies |
| |
Institution: | aKelly School of Business, Indiana University, Bloomington, IN 47405, United States;bSchool of Business, University of Mississippi, United States |
| |
Abstract: | Profit growth is one of the primary drivers of a firm's stock price and therefore is a clear priority for managers. Yet little is known about how a firm's marketing capabilities may be linked with its profit growth. In this study, we use data from a cross-industry sample of 114 firms to investigate how market sensing, brand management, and customer relationship management (CRM) capabilities determine firms' revenue growth and margin growth—the two components of profit growth. Our results reveal that these marketing capabilities have direct and complementary effects on both revenue and margin growth rates. Critically, we find that brand management and CRM capabilities have opposing effects on revenue and margin growth rates, such that a failure to examine these two underlying components would mask the relationships between these marketing capabilities and ultimate profit growth rates. |
| |
Keywords: | Marketing strategy Branding CRM |
本文献已被 ScienceDirect 等数据库收录! |
|