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Performance Magazine > Resource-Based View

Posts Tagged ‘Resource-Based View’

An overview of Marketing Performance Management

Written by Adelina Chelniciuc on February 3, 2011. Posted in Articles, Operational performance

Exploring the fundamentals for marketing performance management is an interesting journey, as it outlines the conditions that enhanced the adoption of a culture oriented towards performance in marketing and, not less important, the confirmation of marketing’s strategic role in organizations.

The roots of Marketing Performance Management – An investigation in the context of its emergence

Written by Adelina Chelniciuc on May 1, 2010. Posted in Articles, Operational performance

Literature reveals that the influence of Marketing on firm performance, especially on the bottom line, has been extensively explored, mainly from a resource-based view (RBV) perspective (Hooley et al. 2005; Fine 2009; Nath, Nachiappan & Ramanathan 2010). It seems natural to estimate that Marketing (no matter its forms: Market Research, Marketing mix etc.), as long as it generates sales, impacts in a positive manner the bottom line.