haku: @author Rufin, Ramón. / yhteensä: 1
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| Tekijä: | Rufin, Ramón. |
| Otsikko: | Sales growth of Spanish tourist firms: some implications of Gibrat's Law on marketing management |
| Lehti: | Tourism Management
2007 : VOL. 28:3, p.788-805 |
| Asiasana: | tourism marketing sales growth market orientation |
| Kieli: | eng |
| Tiivistelmä: | The research presented in this paper aims at empirical validation of three hypotheses deduced from Gibrat's Law and concerning sales growth in the Spanish tourism industry. The study refers to the years 19972000 and uses a sample of 1131 surviving firms. Regression, correlation and automatic interaction detection techniques were used throughout the sample. The results show the existence of two firm growth segments set apart by a threshold size. Firms above the threshold size grow at a significantly lower accumulated rate than firms below it, thus contradicting Gibrat's Law. However, no relationship was observed for successive inter-annual growth rates. This in turn suggests that marketing actions and programmes have rather a medium- and long-term effect than a short-term effect over sales growth. |
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