The impact of multiple strategic marketing processes on financial performance

Abstract

This paper reports on research that examines the combined impact of strategic marketing processes on financial performance based on questionnaire data and public financial reporting sources. The results indicate that strategic market planning and environmental scanning,acting together, explain a significant percentage of the variance in risk-adjusted market return. The results also indicate that, under conditions of strategic uncertainty, these processes are significantly more important as determinants of long-term financial performance.

Keywords:

• Strategic Market Planning
• Multiple Planning Capabilities
• Environmental Scanning
• Strategic Uncertainty
• Financial Performance