An Investor’s Perspective on Marketing Excellence

Download or read book An Investor’s Perspective on Marketing Excellence written by Dominik Kemsa and published by Springer. This book was released on 2018-12-18 with total page 137 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dominik Kemsa develops a comprehensive framework to objectively assess a firm’s position with respect to Marketing Excellence (MEXC). Drawing on resource-based theory MEXC is conceptualized as a holistic framework of capabilities, which can be the source of sustained competitive advantage and concomitant superior firm performance. Conducting a large-scale literature review and synthesizing the findings from different research areas, this book finds that MEXC can be measured with the help of a set of 25 secondary data indicants, which are aggregated to a MEXC dashboard.