Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 909-917 |
| Number of pages | 9 |
| Journal | Managerial Finance |
| Volume | 35 |
| Issue number | 11 |
| DOIs | |
| Publication status | Published - 2009 |
| Externally published | Yes |
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Marketing and corporate profitability : the case of Greek firms. / Panigyrakis, George; Kapareliotis, Ilias; Ventoura, Zoe.
In: Managerial Finance, Vol. 35, No. 11, 2009, p. 909-917.Research output: Contribution to journal › Article
TY - JOUR
T1 - Marketing and corporate profitability
T2 - the case of Greek firms
AU - Panigyrakis, George
AU - Kapareliotis, Ilias
AU - Ventoura, Zoe
PY - 2009
Y1 - 2009
N2 - Purpose – The purpose of this paper is to investigate the contribution of marketing and research and development (R&D) strategies to the profitability of Greek companies. Design/methodology/approach – With the use of secondary data the current research uses variables related to advertising and branding and also R&D expenses for Greek companies. Findings – Results show that there is no significant relationship between R&D intensity and profitability. R&D is not a leading factor to profitability, despite what the literature review supports. Originality/value – Different variables contribute to a company's profitability. There is little research related to the impact of corporate profitability and marketing. The present study is a first attempt to measure the impact of marketing activities and the corporate profitability on the Greek business environment.
AB - Purpose – The purpose of this paper is to investigate the contribution of marketing and research and development (R&D) strategies to the profitability of Greek companies. Design/methodology/approach – With the use of secondary data the current research uses variables related to advertising and branding and also R&D expenses for Greek companies. Findings – Results show that there is no significant relationship between R&D intensity and profitability. R&D is not a leading factor to profitability, despite what the literature review supports. Originality/value – Different variables contribute to a company's profitability. There is little research related to the impact of corporate profitability and marketing. The present study is a first attempt to measure the impact of marketing activities and the corporate profitability on the Greek business environment.
U2 - 10.1108/03074350910993782
DO - 10.1108/03074350910993782
M3 - Article
VL - 35
SP - 909
EP - 917
JO - Managerial Finance
JF - Managerial Finance
SN - 0307-4358
IS - 11
ER -