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Can marketing resources contribute to company performance?Milfelner, Borut ; Gabrijan, Vladimir ; Snoj, BorisThe study investigates the relationships between market orientation, innovation resources, reputational resources, customer related capabilities, and distribution based assets, as well as their ... impact on market and financial performance. The results indicate that market orientation is indirectly related to a company's market and financial performance through other four marketing resources. Reputational resources have a positive impact on loyalty, market share, and sales volume, while the impact of innovation resources on market share and sales volume is rather indirect through customer loyalty. While the customer related capabilities significantly impact customer loyalty their impact on market share and sales volume can not be confirmed. On the other side the distribution based assets are weakly related to loyalty and market share and sales volume. General findings indicate that selected marketing resources impact financial performance indirectly through the creation of customer loyalty and directly through market share and sales volume.Source: Organizacija : revija za management, informatiko in kadre = journal of management, informatics and human resources. - ISSN 1318-5454 (Letn. 41, št. 1, 2008, str. 3-13)Type of material - article, component partPublish date - 2008Language - englishCOBISS.SI-ID - 9414428
Author
Milfelner, Borut |
Gabrijan, Vladimir |
Snoj, Boris
Topics
marketing |
trženje |
tržne raziskave |
inovacije |
inovacijski management |
uspešnost |
uspešnost poslovanja |
poslovanje |
poslovanje podjetja |
podjetje
source: Organizacija : revija za management, informatiko in kadre = journal of management, informatics and human resources. - ISSN 1318-5454 (Letn. 41, št. 1, 2008, str. 3-13)
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Milfelner, Borut | 26030 |
Gabrijan, Vladimir | 04179 |
Snoj, Boris | 03751 |
Source: Personal bibliographies
and: SICRIS
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