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Closing the marketing strategy to performance gap : the role of brand orientation

journal contribution
posted on 06.12.2017, 00:00 by Ho WongHo Wong, B Merrilees
Recently there has much interest in the role of marketing contributing to firm performance. However, in practice, because of implementation difficulties intended strategy often falls short of optimum performance. The purpose of this paper is to report a recent empirical study that can close the gap between marketing strategy and performance. We empirically investigate whether brand orientation can partly close the strategy–performance gap. Empirical evidence was collected from a sample of 403 Australian firms. Marketing strategy and innovation level were found to influence significantly brand performance. In turn, brand orientation moderated the path from marketing strategy to brand performance. The results suggest that brand orientation, marketing strategy and innovation can influence brand performance and it is brand orientation that offers extra benefits in terms of partly closing the strategy–performance gap.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Volume

15

Issue

5

Start Page

387

End Page

402

Number of Pages

16

ISSN

1466-4488

Location

UK

Publisher

Routledge

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Business and Informatics; Griffith University;

Era Eligible

Yes

Journal

Journal of Strategic Marketing.