Evaluation of subsidiary marketing performance: Combining process and outcome performance metrics

Dhruv Grewal, Gopalkrishnan R. Iyer, Wagner A. Kamakura, Anuj Mehrotra, Arun Sharma

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that tactical actions by subsidiaries contribute to the creation of assets that can be harnessed for marketing outcomes. Thus, our model captures the asset creation abilities of marketing expenditures and also takes in to account the environmental differences of the context in which each MNE subsidiary operates. We evaluate comparative, overall, and process-level (creation of market assets and market yield) marketing performance in the context of multi-country operations. This simultaneous examination of marketing process and marketing outcome performance enables a global corporation to gain strategic, operational, and diagnostic insights into the performance of its subsidiaries. Our approach is empirically illustrated with an evaluation of the marketing performance of subsidiaries of a large global corporation.

Original languageEnglish (US)
Title of host publicationInternational Series in Operations Research and Management Science
PublisherSpringer New York LLC
Pages491-513
Number of pages23
DOIs
StatePublished - Jan 1 2016

Publication series

NameInternational Series in Operations Research and Management Science
Volume238
ISSN (Print)0884-8289

Keywords

  • Marketing metrics
  • Multinational performance evaluations
  • Outcome measures
  • Performance measures
  • Standardization

ASJC Scopus subject areas

  • Software
  • Computer Science Applications
  • Strategy and Management
  • Management Science and Operations Research
  • Applied Mathematics

Fingerprint Dive into the research topics of 'Evaluation of subsidiary marketing performance: Combining process and outcome performance metrics'. Together they form a unique fingerprint.

  • Cite this

    Grewal, D., Iyer, G. R., Kamakura, W. A., Mehrotra, A., & Sharma, A. (2016). Evaluation of subsidiary marketing performance: Combining process and outcome performance metrics. In International Series in Operations Research and Management Science (pp. 491-513). (International Series in Operations Research and Management Science; Vol. 238). Springer New York LLC. https://doi.org/10.1007/978-1-4899-7684-0_16