NDLI: Evaluation of subsidiary marketing performance: combining process and outcome performance metrics

Content Provider	Springer Nature Link
Author	Grewal, Dhruv Iyer, Gopalkrishnan R. Kamakura, Wagner A. Mehrotra, Anuj Sharma, Arun
Copyright Year	2008
Abstract	Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that tactical actions by subsidiaries contribute to the creation of assets that can be harnessed for marketing outcomes. Thus, our model captures the asset creation abilities of marketing expenditures and also takes in to account the environmental differences of the context in which each MNE subsidiary operates. We evaluate comparative, overall, and process-level (creation of market assets and market yield) marketing performance in the context of multi-country operations. This simultaneous examination of marketing process and marketing outcome performance enables a global corporation to gain strategic, operational, and diagnostic insights into the performance of its subsidiaries. Our approach is empirically illustrated with an evaluation of the marketing performance of subsidiaries of a large global corporation.
Starting Page	117
Ending Page	129
Page Count	13
File Format	PDF
ISSN	00920703
Journal	Journal of the Academy of Marketing Science
Volume Number	37
Issue Number	2
e-ISSN	15527824
Language	English
Publisher	Springer US
Publisher Date	2008-07-22
Publisher Institution	Academy of Marketing Science
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Multinational performance evaluations Marketing metrics Outcome measures Performance measures Standardization Social Sciences Marketing Business/Management Science
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
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3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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