Abstract
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.
Original language | English |
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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 |
Keywords
- Greece
- Marketing strategy
- Research and development
- Profit maximization