Intraindustry marketing strategy effects on the analysis of firm performance

Gary L. Frazier, Roy D. Howell

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)431-443
Number of pages13
JournalJournal of Business Research
Volume10
Issue number4
DOIs
StatePublished - Dec 1982

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