Marketing metrics use in a transition economy: The case of Vietnam

Journal of Global Marketing

Volumn 21, Issue 3, 2008, Pages 179-190

  Farley, John U ^a   Hoenig, Scott ^b   Lehmann, Donald R ^c   Nguyen, Hoang Thuy ^d  

^a DARTMOUTH COLLEGE   (United States)

^b UNIVERSITY OF THE WITWATERSRAND   (South Africa)

^c Och Spine at New York Presbyterian Hospitals   (United States)

^d University of Banking   (Viet Nam)

Author keywords

Firm performance; Market and competitive conditions; Marketing metrics; Metric chains; Ownership structure; Vietnam

Indexed keywords

EID: 67650092796     PISSN: 08911762     EISSN: 15286975     Source Type: Journal    
DOI: 10.1080/08911760802151811     Document Type: Article

References (56)

1. Aaker, D. A., & Jacobson, R. (2001). The value relevance of brand attitude in high-technology markets, Journal of Marketing Research, 38(4), 485-494.
2. Ailawadi, K. L., Neslin, S. A., & Lehmann, D. R. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1-17.
3. Ambler, T. (2003). Marketing and the bottom line (2nd ed.). London: Financial Times/Prentice Hall.
4. Ambler, T. (2001). What does marketing success look like? Marketing Management, 10(1), 12-19.
5. Ambler, T., & Kokkinaki, F. (1997). Measures of marketing success. Journal of Marketing Management, 13(7), 665-679.
6. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-67.
7. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17, 99-120.
8. Barwise, P., & Farley, J. U. (2005). How European marketing management measures up to take on the future. Organizational Dynamics, 34(3), 273-284.
9. Barwise, P., & Farley, J. U. (2004). Marketing metrics: Status of six metrics in five countries. European Management Journal, 22(3), 257-262.
10. Batra, R. (Ed.). (1999). Marketing issues in transition economies. Boston: Kluwer Academic.
11. Bhargava, M., Dubelaar, C., & Ramaswami, S. (1994). Reconciling diverse measures of performance: A conceptual framework and test of a methodology. Journal of Business Research, 31(2/3), 235-247.
12. Blattberg, R. C., & Deighton, J. (1996). Manage marketing by the customer equity test. Harvard Business Review, 74(4), 136-145.
13. Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity: Building and managing relationships as valuable assets. Boston: Harvard Business School Press.
14. Bonoma, T. V., & Clark, B. H. (1988). Marketing Performance Assessment. Boston: Harvard Business School Press.
15. Buzzell, R. D., & Gale, B. T. (1987). The PIMS principles: Linking strategy to performance. New York: The Free Press.
16. Capon, N., Farley, J. U., & Hulbert, J. M. (1988). Corporate strategic planning.New York: Columbia University Press.
17. Capon, N., Farley, J. U., & Hoenig, S. (1990). Determinants of financial performance: A meta-analysis. Management Science, 36(10), 1143-1160.
18. Capon, N., Farley, J. U., & Hoenig, S. (1996). Towardan Integrative Explanation of Corporate Financial Performance. Boston: Kluwer Academic.
19. Chaney, K. W., Divenney, T. M., & Winer, R. S. (1991). The Impact of New Product Introductions on the Market Va l u e s o f F i r m s . Journal of Business, 64(4), 573-610.
20. Chipp, K., Hoenig, S., & Nel, D. (2006). What can developing countries do to prevent the need for marketing reform? In J. H. Sheth & R. S. Sisodia (Eds.), Does marketing need reform? (pp. 222-228). Armonk, NY: M. E. Sharpe.
21. Clark, B. H. (2001). A summary of thinking on measuring the value of marketing. Journal of Targeting, Measurement, & Analysis for Marketing, 9(4), 357-370.
22. Clark,B.H.(1999). Marketing performance measures: History and interrelationships. Journal of Marketing Management, 15(8), 711-733.
23. Day, G. S., & Wensley, R. (1988). Assessing advantage: A framework for diagnosing competitive superiority. Journal of Marketing, 52(2), 1-20.
24. Deshpandé, R., & Farley, J. U. (1999a). Culture, customers, and contemporary communism: Vietnamese marketing management under Doi Moi. Asian Journal of Marketing, 7, 4-19.
25. Deshpandé, R., & Farley, J. U. (2000). Market focused organizational transformation in China. Journal of Global Marketing, 14(1/2), 7-36.
26. Deshpandé, R., & Farley, J. U. (2004b). Market orientation, innovativeness and organizational culture: Thai firms adapt to the Asian economic crisis. Asian Journal of Marketing, 10(1), 1-7.
27. Deshpandé, R., & Farley, J. U. (2004a). Organizational culture, market orientation, innovativeness, and firm performance: An international research odyssey. International Journal of Research in Marketing, 21, 3-22.
28. Deshpandé, R., & Farley, J. U. (1999b). Reliability in measuring market orientation at financial performance in transition economies. In R. Batra (Ed.), Marketing issues in transition economies (pp. 127-138). Boston: Kluwer Academic.
29. Deshpandé, R., Farley, J. U., & Bowman, D. R. (2004). Tigers and Dragons: Profiling high-performance Asian firms. Journal of International Marketing, 12(13) 5-29.
30. Deshpandé, R., Farley, J. U., & Webster, Jr., F. E. (1993). Corporate culture, customer orientation, and innovative-ness in Japanese firms: A quadrad analysis. Journal of Marketing, 57, 22-27.
31. Deshpandé, R., Farley, J. U., & Webster, Jr., F. E. (2000). Triad lessons: Results on high firm performance in five business-to-business markets. International Journal of Research in Marketing, 17, 353-362.
32. Farley, J. U., & Deshpandé, R. (2005). Charting the evolution of russian firms from Soviet "production orienta- tion" to Russian "market orientation." Journal of Global Marketing, 19(2), 7-26.
33. Farley, J. U., & Kopalle, P. K. (2006). A meta-analytic best practice framework for using marketing metrics effectively. In J. H. Sheth & R. S. Sisodia (Eds.), Does marketing need reform? (pp. 312-317). Armonk, NY: M. E. Sharpe.
34. Farley, J. U., Hoenig, S. & Yang, J. (2002). Key factors influencing HRM practices in China's transition economy. The International Journal of Human Resource Management, 15(4/5), 688-704.
35. Farley, J. U., Hoenig, H., and Ismail, Z. (2008). Organizational culture and climate, innovativeness, and market orientation in South Africa: An international comparison. Journal of African Business, forthcoming.
36. Feder, R. A. (1965). How to measure marketing performance. Harvard Business Review, 43(3), 132-143.
37. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-16.
38. Gupta, S., Lehmann, D. R., & Stuart, J. (2004) Valuing customers. Journal of Marketing Research, 41, 7-18.
39. Hiebert, M. (1996). Chasing the tigers: A portrait of the new Vietnam, New York: Kodansha International.
40. Ittner, C. D., Larcker, D. F., & Taylor, R. (2003). Performance implications of strategic performance measurement in financial services firms. Accounting, Organizations, & Society, 28(7/8), 715-742.
41. Kaplan, R. S. & Norton, D. P. (1992). The BALANCED Scorecard - measures that drive performance. Harvard Business Review, 70(1), 71-80.
42. Keller, K. L. (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
43. Keller, K. L. & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
44. Kirpalani, V. H. & Shapiro, S. S. (1973). Financial dimensions of marketing management. Journal of Marketing, 37(3), 40-49.
45. Lambert, D. M., & Pohlem, T. L. (2001). Supply chain metrics. International Journal of Logistics Management, 12(1), 1-19.
46. Lehmann, D. R. & Reibstein, D. J. (2006). Marketing Metrics and Financial Performance. Cambridge, MA: Marketing Science Institute.
47. Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits, and systems for marketing performance: Integrating multiple perspectives. Journal of Business Research, 55, 363-375.
48. Park,C.S.,&Srinivasan,V.(1994).Asurvey-basedmethod for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271-289.
49. Rust, R. T, Ambler, T., & Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future decisions. Journal of Marketing, 68, 76-89.
50. Rust, R. T., Zahorik, A. J. Zahorik, & Keiningham, T. L. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of Marketing, 59(2), 58-71.
51. Simon, C. J., & Sullivan, M. (1992). A financial approach to estimating firm-level brand equity and measuring the impact of marketing events, Report 92-116. Cambridge, MA: Marketing Science Institute.
52. Slater, S. F., & Narver, J. C. (1992). Market orientation, performance, and the moderating influence of competitive environment, Report 92-118. Cambridge, MA: Marketing Science Institute.
53. Srivastava, R. K., Shervani, T., & Fahey, L. (1997). Driving shareholder value: The role of marketing in reducing vulnerability and volatility of cash flows. Journal of Market Focused Management, 2, 49-64.
54. Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework. Journal of Marketing, 62(1), 2-17.
55. Tan, C. T., & Farley, J. U. (1987). Cognition and intention in Singapore. Journal of Consumer Research, 13, 540-544.
56. Webster, Jr., F. E., Malter, A. J., & Ganesen, S. (2003). Can marketing regain its seat at the table? MSI Reports (03-113), Cambridge, MA: Marketing Science Institute.