Marketing performance measurement and firm performance: Evidence from the European high-technology sector

Abstract

Purpose: The research aims to test whether the ability to measure marketing performance affects the actual performance of firms, in the context of the European high-tech sector. It also aims to test whether performance-reporting frequency and size of marketing budget mediate the relationship between measurement ability and performance. Design/methodology/approach: Survey responses collected from 157 marketers were supplemented with firm performance data. Findings: Results show that marketing performance measurement ability positively impacts firm performance and that reporting frequency mediates this relationship. Research limitations/implications: More attention should be given to the activ..