What does "good" look like? A three-country examination of marketing practice

Aarti Sood, John Rudd, Andrew Farrell

Research output: Chapter in Book/Report/Conference proceedingConference publication

Abstract

Grounded in configuration theory, this study investigates the notion of co-alignment of business orientation, marketing assets and marketing capabilities, and their relationships to performance. Using these criteria, profiles of high performing businesses were derived and assessed against a three country sample of Brazil, China and the UK. Findings are consistent, statistically significant and invariant across the sample. They show that businesses with ideal profiles significantly outperform competitors in terms of market-based performance, customer satisfaction, and financial performance. Furthermore, profiles of top performing organizations are similar across countries with respect to their orientations, assets, and capabilities. Only customer-based assets, network capabilities, and customer and shareholder orientations were different. Implications and future research directions are subsequently addressed.
Original languageEnglish
Title of host publicationEMAC 2013 : 42nd annual EMAC conference
Subtitle of host publicationlost in translation
EditorsSelime Sezgin, Elif Karaosmanoglu, Ayse B. Elmadag Bas
Number of pages7
Publication statusPublished - 2013
Event42nd EMAC annual conference 2013 - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013

Conference

Conference42nd EMAC annual conference 2013
Abbreviated titleEMAC 2013
CountryTurkey
CityIstanbul
Period4/06/137/06/13
Other42nd annual European Marketing Academy Conference

Keywords

  • strategic profiles
  • profile deviation
  • coalignment

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  • Research Output

    • 4 Conference contribution

    Measuring social identity in interfunctional research in marketing

    Dewsnap, B., Farrell, A. & Micevski, M., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).

    Research output: Chapter in Book/Report/Conference proceedingConference publication

    Open Access
    File
  • Relationship fading in business-to-consumer context

    Pokorska, J., Farrell, A., Evanschitzky, H. & Pillai, K., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).

    Research output: Chapter in Book/Report/Conference proceedingConference publication

    Open Access
    File
  • Student morningness-eveningness type and performance: does class timing matter?

    Farrell, A., Sood, A., Dewsnap, B. & Schmitt, J., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).

    Research output: Chapter in Book/Report/Conference proceedingConference publication

    Open Access
    File
  • Cite this

    Sood, A., Rudd, J., & Farrell, A. (2013). What does "good" look like? A three-country examination of marketing practice. In S. Sezgin, E. Karaosmanoglu, & A. B. Elmadag Bas (Eds.), EMAC 2013 : 42nd annual EMAC conference: lost in translation