Marketing and corporate profitability: the case of Greek firms

George Panigyrakis, Ilias Kapareliotis, Zoe Ventoura

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


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 languageEnglish
Pages (from-to)909-917
Number of pages9
JournalManagerial Finance
Issue number11
Publication statusPublished - 2009
Externally publishedYes


  • Greece
  • Marketing strategy
  • Research and development
  • Profit maximization


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