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Die Wirkung von operativen Marketing-Mix-Fähigkeiten auf den Unternehmenserfolg — Ein 4-Länder-Vergleich

Author

Listed:
  • Andreas Engelen

    (RWTH Aachen)

  • Jan Kemper

    (RWTH Aachen)

  • Malte Brettel

    (RWTH Aachen)

Abstract

Zusammenfassung In der Marketing-Literatur hat kürzlich eine empirische Auseinandersetzung mit den Erfolgsauswirkungen von Marketing-Fähigkeiten stattgefunden. Obgleich diese Studien durchweg positive Erfolgsbeziehungen aufzeigen, fällt auf, dass sie alle bislang keine externen Moderatoren einbeziehen. Der vorliegende Beitrag adressiert diesen Mangel und überprüft die Erfolgswirkungen von Marketing-Fähigkeiten auf der Grundlage einer Stichprobe mit 891 Unternehmen aus vier verschiedenen Nationen (China, Deutschland, Hongkong und USA). Als zentrales Ergebnis - entgegen der in der Praxis häufig vertretenen Ansicht - stellt sich heraus, dass operative Marketing-Mix-Fähigkeiten in Nationen mit hohem sozioökonomischem Entwicklungsstand eine stärkere Erfolgswirkung aufweisen. Dieses Resultat ergibt sich sowohl auf der Basis der generierten Stichprobe mit subjektiven Erfolgsgrößen als auch weitestgehend für eine kleinere Stichprobe mit objektiven Erfolgsgrößen. Von der nationalen Kultur geht hingegen keine moderierende Wirkung auf die Erfolgsbeziehungen der untersuchten Marketing-Fähigkeiten aus.

Suggested Citation

  • Andreas Engelen & Jan Kemper & Malte Brettel, 2010. "Die Wirkung von operativen Marketing-Mix-Fähigkeiten auf den Unternehmenserfolg — Ein 4-Länder-Vergleich," Schmalenbach Journal of Business Research, Springer, vol. 62(7), pages 710-743, November.
    • Handle: RePEc:spr:sjobre:v:62:y:2010:i:7:d:10.1007_bf03373678
    DOI: 10.1007/BF03373678
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    More about this item

    Keywords

    M16; M31;

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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