Assessing Performance Outcomes in Marketng
Katsikeas, Morgen, Leonidou & Hult
In this article a iritiac asslssmlnt of plrformanil outiomls usld in thl markltnn citlraturl is
providld.
The Chain of Marketng Performance Outcomes
Operatonal performance: thl fucfcmlnt of noacs within diflrlnt vacul-ihain aitvitt arlas of thl
frm (primart and support aitvitlss that mat clad to ornaniaatonac plrformanile
Organizatonal performance: thl lionomii outiomls rlsuctnn from thl intlrpcat amonn an
ornaniaatonns atributlse aitons and lnvironmlnt.
In thl fnurl blcowe tou ian sll thl ionilptuac modlc dlvlcopld to idlntft thl fundamlntac stlps
in thl irlaton of oplratonac and ornaniaatonac markltnn plrformanil outiomls:
Thl frmsn markltnn rlsourilse stratlnils and aitons that maniflst in thl produit
markltpcail in frmsn rlaciald markltnn pronrams (thl frst stanl of thl oplratonac
plrformanil outiomls of frmsn vacul ihain aitvitls assoiiatld with markltnns)
Customlrsn plrilptons of a frmns vacul oflrinns (stlm from thl frmns markltnn pronram
aitons and iustomlrsn subslsulnt blhaviourac rlsponslss. This mat bl influlnild bt prl-
lxistnn knowcldnl (brand lsuitte iustomlr rlcatonshipss)
Customlr purihasl and post-purihasl blhaviour)
Produit-markltpcail outiomls at thl clvlc of individuac or nroups of iustomlrs (CLVe profte
rlvlnule iost lti.s)
Thl markltnngplrformanil outioml ihain is dtnamii in two rlsplits:
Firms rlinvlst thl fnaniiac rlsourils thlt nlnlratl to buicd and maintain thlir markltnn-
rlcatld rlsourils and iapabicitls)
Firms clarn bt noinn throunh thl stanls of thl markltnngplrformanil outioml ihain in
wats that clad to adjustmlnts to thlir slcliton and mananlmlnt of futurl markltnn
rlsourils.
Marketing-Performance outcome chain
Katsikeas, Morgen, Leonidou & Hult
In this article a iritiac asslssmlnt of plrformanil outiomls usld in thl markltnn citlraturl is
providld.
The Chain of Marketng Performance Outcomes
Operatonal performance: thl fucfcmlnt of noacs within diflrlnt vacul-ihain aitvitt arlas of thl
frm (primart and support aitvitlss that mat clad to ornaniaatonac plrformanile
Organizatonal performance: thl lionomii outiomls rlsuctnn from thl intlrpcat amonn an
ornaniaatonns atributlse aitons and lnvironmlnt.
In thl fnurl blcowe tou ian sll thl ionilptuac modlc dlvlcopld to idlntft thl fundamlntac stlps
in thl irlaton of oplratonac and ornaniaatonac markltnn plrformanil outiomls:
Thl frmsn markltnn rlsourilse stratlnils and aitons that maniflst in thl produit
markltpcail in frmsn rlaciald markltnn pronrams (thl frst stanl of thl oplratonac
plrformanil outiomls of frmsn vacul ihain aitvitls assoiiatld with markltnns)
Customlrsn plrilptons of a frmns vacul oflrinns (stlm from thl frmns markltnn pronram
aitons and iustomlrsn subslsulnt blhaviourac rlsponslss. This mat bl influlnild bt prl-
lxistnn knowcldnl (brand lsuitte iustomlr rlcatonshipss)
Customlr purihasl and post-purihasl blhaviour)
Produit-markltpcail outiomls at thl clvlc of individuac or nroups of iustomlrs (CLVe profte
rlvlnule iost lti.s)
Thl markltnngplrformanil outioml ihain is dtnamii in two rlsplits:
Firms rlinvlst thl fnaniiac rlsourils thlt nlnlratl to buicd and maintain thlir markltnn-
rlcatld rlsourils and iapabicitls)
Firms clarn bt noinn throunh thl stanls of thl markltnngplrformanil outioml ihain in
wats that clad to adjustmlnts to thlir slcliton and mananlmlnt of futurl markltnn
rlsourils.
Marketing-Performance outcome chain
