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.
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