Marketing Metrics Use in a Transition Economy: The Case of Vietnam

ABSTRACT

This article explores the use of marketing metrics by a sample of Vietnamese firms, providing an example of the use of marketing metrics in a “transition” economy as it grows and becomes more market and marketing driven. The analysis reports usage frequency and then develops a set of “correlation chains” linking firm characteristics, metric use, and various indicators of performance. Vietnamese managers generally report that several types of metrics are used. Ownership structure and industry also impact which metrics are utilized. An initial assessment of chains relating metric use to firm performance indicates that the impact is complex and indirect.

KEYWORDS:

• Marketing metrics
• ownership structure
• market and competitive conditions
• metric chains
• firm performance
• Vietnam

Notes

¹Metrics frequency of measurement used 6-point scale ranging from 0 = never to 5 = daily

²Metrics performance change over 12 months used 5-point scale ranging from 1 = significant decrease to 5 = significant increase in the last 12 months

³Performance measurements used 5-point scale. All appear in correlational chains discussed later

∗Metric does not appear in correlation chains discussed later

∗Significantlydifferent, p = .05