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

REFERENCES

• Aaker , D. A. and Jacobson , R. 2001 . The value relevance of brand attitude in high-technology markets . Journal of Marketing Research , 38 ( 4 ) : 485 – 494 .
   Web of Science ®Google Scholar
• Ailawadi , K. L. , Neslin , S. A. and Lehmann , D. R. 2003 . Revenue premium as an outcome measure of brand equity . Journal of Marketing , 67 ( 4 ) : 1 – 17 .
   Web of Science ®Google Scholar
• Ambler , T. 2003 . Marketing and the bottom line, , 2nd ed. , London : Financial Times/Prentice Hall .
   Google Scholar
• Ambler , T. 2001 . What does marketing success look like? . Marketing Management , 10 ( 1 ) : 12 – 19 .
   Google Scholar
• Ambler , T. and Kokkinaki , F. 1997 . Measures of marketing success . Journal of Marketing Management , 13 ( 7 ) : 665 – 679 .
   Google Scholar
• Anderson , E. W. , Fornell , C. and Lehmann , D. R. 1994 . Customer satisfaction, market share, and profitability: Findings from Sweden . Journal of Marketing , 58 ( 3 ) : 53 – 67 .
   Web of Science ®Google Scholar
• Barney , J. 1991 . Firm resources and sustained competitive advantage . Journal of Management , 17 : 99 – 120 .
   Web of Science ®Google Scholar
• Barwise , P. and Farley , J. U. 2005 . How European marketing management measures up to take on the future . Organizational Dynamics , 34 ( 3 ) : 273 – 284 .
   Web of Science ®Google Scholar
• Barwise , P. and Farley , J. U. 2004 . Marketing metrics: Status of six metrics in five countries . European Management Journal , 22 ( 3 ) : 257 – 262 .
   Google Scholar
• Batra , R. , ed. 1999 . Marketing issues in transition economies , Boston : Kluwer Academic .
   Google Scholar
• Bhargava , M. , Dubelaar , C. and Ramaswami , S. 1994 . Reconciling diverse measures of performance: A conceptual framework and test of a methodology . Journal of Business Research , 31 ( 2/3 ) : 235 – 247 .
   Web of Science ®Google Scholar
• Blattberg , R. C. and Deighton , J. 1996 . Manage marketing by the customer equity test . Harvard Business Review , 74 ( 4 ) : 136 – 145 .
   PubMed Web of Science ®Google Scholar
• Blattberg , R. C. , Getz , G. and Thomas , J. S. 2001 . Customer equity: Building and managing relationships as valuable assets , Boston : Harvard Business School Press .
   Google Scholar
• Bonoma , T. V. and Clark , B. H. 1988 . Marketing Performance Assessment , Boston : Harvard Business School Press .
   Google Scholar
• Buzzell , R. D. and Gale , B. T. 1987 . The PIMS principles: Linking strategy to performance , New York : The Free Press .
   Google Scholar
• Capon , N. , Farley , J. U. and Hulbert , J. M. 1988 . Corporate strategic planning , New York : Columbia University Press .
   Google Scholar
• Capon , N. , Farley , J. U. and Hoenig , S. 1990 . Determinants of financial performance: A meta-analysis . Management Science , 36 ( 10 ) : 1143 – 1160 .
   Web of Science ®Google Scholar
• Capon , N. , Farley , J. U. and Hoenig , S. 1996 . Toward an Integrative Explanation of Corporate Financial Performance , Boston : Kluwer Academic .
   Google Scholar
• Chaney , K. W. , Divenney , T. M. and Winer , R. S. 1991 . The Impact of New Product Introductions on the Market Values of Firms . Journal of Business , 64 ( 4 ) : 573 – 610 .
   Web of Science ®Google Scholar
• Chipp , K. , Hoenig , S. and Nel , D. 2006 . “ What can developing countries do to prevent the need for marketing reform? ” . In Does marketing need reform? , Edited by: Sheth , J. H. and Sisodia , R. S. 222 – 228 . Armonk, NY : M. E. Sharpe .
   Google Scholar
• Clark , B. H. 2001 . A summary of thinking on measuring the value of marketing . Journal of Targeting, Measurement, & Analysis for Marketing , 9 ( 4 ) : 357 – 370 .
   Google Scholar
• Clark , B. H. 1999 . Marketing performance measures: History and interrelationships . Journal of Marketing Management , 15 ( 8 ) : 711 – 733 .
   Google Scholar
• Day , G. S. and Wensley , R. 1988 . Assessing advantage: A framework for diagnosing competitive superiority . Journal of Marketing , 52 ( 2 ) : 1 – 20 .
   Web of Science ®Google Scholar
• Deshpandé , R. and Farley , J. U. 1999a . Culture, customers, and contemporary communism: Vietnamese marketing management under Doi Moi . Asian Journal of Marketing , 7 : 4 – 19 .
   Google Scholar
• Deshpandé , R. and Farley , J. U. 2000 . Market focused organizational transformation in China . Journal of Global Marketing , 14 ( 1/2 ) : 7 – 36 .
   Google Scholar
• Deshpandé , R. and Farley , J. U. 2004b . Market orientation, innovativeness and organizational culture: Thai firms adapt to the Asian economic crisis . Asian Journal of Marketing , 10 ( 1 ) : 1 – 7 .
   Google Scholar
• Deshpandé , R. and Farley , J. U. 2004a . Organizational culture, market orientation, innovativeness, and firm performance: An international research odyssey . International Journal of Research in Marketing , 21 : 3 – 22 .
   Web of Science ®Google Scholar
• Deshpandé , R. and Farley , J. U. 1999b . “ Reliability in measuring market orientation at financial performance in transition economies ” . In Marketing issues in transition economies , Edited by: Batra , R. 127 – 138 . Boston : Kluwer Academic .
   Google Scholar
• Deshpandé , R. , Farley , J. U. and Bowman , D. R. 2004 . Tigers and Dragons: Profiling high-performance Asian firms . Journal of International Marketing , 12 ( 13 ) : 5 – 29 .
   Google Scholar
• Deshpandé , R. , Farley , J. U. and Webster , F. E. Jr. 1993 . Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis . Journal of Marketing , 57 : 22 – 27 .
   Web of Science ®Google Scholar
• Deshpandé , R. , Farley , J. U. and Webster , F. E. Jr. 2000 . Triad lessons: Results on high firm performance in five business-to-business markets . International Journal of Research in Marketing , 17 : 353 – 362 .
   Web of Science ®Google Scholar
• Farley , J. U. and Deshpandé , R. 2005 . Charting the evolution of russian firms from Soviet “production orientation” to Russian “market orientation.” . Journal of Global Marketing , 19 ( 2 ) : 7 – 26 .
   Google Scholar
• Farley , J. U. and Kopalle , P. K. 2006 . “ A meta-analytic best practice framework for using marketing metrics effectively ” . In Does marketing need reform? , Edited by: Sheth , J. H. and Sisodia , R. S. 312 – 317 . Armonk, NY : M. E. Sharpe .
   Google Scholar
• Farley , J. U. , Hoenig , S. and Yang , J. 2002 . Key factors influencing HRM practices in China's transition economy . The International Journal of Human Resource Management , 15 ( 4/5 ) : 688 – 704 .
   Web of Science ®Google Scholar
• Farley , J. U. , Hoenig , H. and Ismail , Z. 2008 . Organizational culture and climate, innovativeness, and market orientation in South Africa: An international comparison . Journal of African Business , forthcoming
   Google Scholar
• Feder , R. A. 1965 . How to measure marketing performance . Harvard Business Review , 43 ( 3 ) : 132 – 143 .
   Web of Science ®Google Scholar
• Fornell , C. 1992 . A national customer satisfaction barometer: The Swedish experience . Journal of Marketing , 56 ( 1 ) : 6 – 16 .
   Web of Science ®Google Scholar
• Gupta , S. , Lehmann , D. R. and Stuart , J. 2004 . Valuing customers . Journal of Marketing Research , 41 : 7 – 18 .
   Web of Science ®Google Scholar
• Hiebert , M. 1996 . Chasing the tigers: A portrait of the new Vietnam , New York : Kodansha International .
   Google Scholar
• Ittner , C. D. , Larcker , D. F. and Taylor , R. 2003 . Performance implications of strategic performance measurement in financial services firms . Accounting, Organizations, & Society , 28 ( 7/8 ) : 715 – 742 .
   Web of Science ®Google Scholar
• Kaplan , R. S. and Norton , D. P. 1992 . The BALANCED Scorecard—measures that drive performance . Harvard Business Review , 70 ( 1 ) : 71 – 80 .
   PubMed Web of Science ®Google Scholar
• Keller , K. L. 1993 . Conceptualizing, measuring, managing customer-based brand equity . Journal of Marketing , 57 ( 1 ) : 1 – 22 .
   Web of Science ®Google Scholar
• Keller , K. L. and Lehmann , D. R. 2006 . Brands and branding: Research findings and future priorities . Marketing Science , 25 ( 6 ) : 740 – 759 .
   Web of Science ®Google Scholar
• Kirpalani , V. H. and Shapiro , S. S. 1973 . Financial dimensions of marketing management . Journal of Marketing , 37 ( 3 ) : 40 – 49 .
   Google Scholar
• Lambert , D. M. and Pohlem , T. L. 2001 . Supply chain metrics . International Journal of Logistics Management , 12 ( 1 ) : 1 – 19 .
   Google Scholar
• Lehmann , D. R. and Reibstein , D. J. 2006 . Marketing Metrics and Financial Performance , Cambridge, MA : Marketing Science Institute .
   Google Scholar
• Morgan , N. A. , Clark , B. H. and Gooner , R. 2002 . Marketing productivity, marketing audits, and systems for marketing performance: Integrating multiple perspectives . Journal of Business Research , 55 : 363 – 375 .
   Web of Science ®Google Scholar
• Park , C. S. and Srinivasan , V. 1994 . A survey-based method for measuring and understanding brand equity and its extendibility . Journal of Marketing Research , 31 ( 2 ) : 271 – 289 .
   Web of Science ®Google Scholar
• Rust , R. T. , Ambler , T. , Carpenter , G. S. , Kumar , V. and Srivastava , R. K. 2004 . Measuring marketing productivity: Current knowledge and future decisions . Journal of Marketing , 68 : 76 – 89 .
   Web of Science ®Google Scholar
• Rust , R. T. , Zahorik Zahorik , A. J. and Keiningham , T. L. 1995 . Return on quality (ROQ): Making service quality financially accountable . Journal of Marketing , 59 ( 2 ) : 58 – 71 .
   Web of Science ®Google Scholar
• Simon , C. J. and Sullivan , M. 1992 . A financial approach to estimating firm-level brand equity and measuring the impact of marketing events , Cambridge, MA : Marketing Science Institute . Report 92-116
   Google Scholar
• Slater , S. F. and Narver , J. C. 1992 . Market orientation, performance, and the moderating influence of competitive environment , Cambridge, MA : Marketing Science Institute . Report 92-118
   Google Scholar
• Srivastava , R. K. , Shervani , T. and Fahey , L. 1997 . Driving shareholder value: The role of marketing in reducing vulnerability and volatility of cash flows . Journal of Market Focused Management , 2 : 49 – 64 .
   Google Scholar
• Srivastava , R. K. , Shervani , T. A. and Fahey , L. 1998 . Market-based assets and shareholder value: A framework . Journal of Marketing , 62 ( 1 ) : 2 – 17 .
   Web of Science ®Google Scholar
• Tan , C. T. and Farley , J. U. 1987 . Cognition and intention in Singapore . Journal of Consumer Research , 13 : 540 – 544 .
   Web of Science ®Google Scholar
• Webster , F. E. Jr. , Malter , A. J. and Ganesen , S. 2003 . Can marketing regain its seat at the table? , Cambridge, MA : Marketing Science Institute . MSI Reports (03-113)
   Google Scholar