The Relationships between the Organizational, Environmental Characteristics and Marketing Performance: An Empirical Study

The Relationships between the Organizational, Environmental Characteristics and Marketing Performance: An Empirical Study

Sally Kamel Ali Omran (Cairo University, Egypt)
DOI: 10.4018/978-1-4666-7357-1.ch065
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Abstract

This research aimed at studying and analyzing the relationships between the organizational, environmental characteristics and marketing performance in three Egyptian private telecommunication companies. The analyzed data came from a hand delivery survey of a stratified random sample of 390 from the employees. Since the total numbers of the mobile customers are very large and geographically dispersed, an e-mail survey was used. The response rate for the employees was equal 92.3% and for the mobile customers 85.2%. The research ended up with the following main findings: (a) In general, there is strong and significant support for the developed hypotheses; (b) there is strong, positive and significant relationship between formalization; internal environment and marketing performance; (c) centralization and external environment are strongly, negatively and significantly related with marketing performance; and (d) there is strong and significant relationships between all the independent variables and all marketing performance indicators.
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Research Problem

Organizations by their nature tend to be complex entities that strive for the rational allocation of their resources for purposes of goal attainment.

Academic interest in marketing performance management (MPM) is largely based on the assumption that greater marketing accountability enhances firm performances and the marketing's structure (Rust, Lemon, & Zeithaml, 2004). However, researchers have given little attention to testing these relationships and to determine and identify the factors that affect the marketing performance level in any organization whether these factors are organizational or situational.

Instead, researches have tended to focus on: the techniques for measuring marketing productivity, the approaches to measuring brand and customer equity and on identifying the metrics in use (O`Sullivan & Abela, 2010).

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