Intraindustry marketing strategy effects on the analysis of firm performance

Gary L. Frazier; Roy D. Howell

doi:10.1016/0148-2963(82)90003-0

Intraindustry marketing strategy effects on the analysis of firm performance

Gary L. Frazier, Roy D. Howell

Business Administration

Research output: Contribution to journal › Article › peer-review

3 Scopus citations

Abstract

Data aggregation across industries has been shown to be inappropriate in describing correlates of business firm performance. This study examines firms performing a similar function within one industry and suggests a further qualification to this analysis; it may be necessary to account for dominant and varying marketing strategies when estimating performance equations in some industries.

Original language	English
Pages (from-to)	431-443
Number of pages	13
Journal	Journal of Business Research
Volume	10
Issue number	4
DOIs	https://doi.org/10.1016/0148-2963(82)90003-0
State	Published - Dec 1982

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title = "Intraindustry marketing strategy effects on the analysis of firm performance",

abstract = "Data aggregation across industries has been shown to be inappropriate in describing correlates of business firm performance. This study examines firms performing a similar function within one industry and suggests a further qualification to this analysis; it may be necessary to account for dominant and varying marketing strategies when estimating performance equations in some industries.",

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Intraindustry marketing strategy effects on the analysis of firm performance

Abstract

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