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| Tekijä: | Stratis, G. Powers, T. L. |
| Otsikko: | The impact of multiple strategic marketing processes on financial performance |
| Lehti: | Journal of Strategic Marketing
2001 : SEP, VOL. 9:3, p. 165-191 |
| Asiasana: | Marketing management Strategic planning Financial performance Environmental economics |
| Kieli: | eng |
| Tiivistelmä: | The authors examine the combined impact of strategic marketing processes on financial performance. The results indicate that strategic market planning and environmental scanning, acting a significant percentage of the variance in risk-adjusted market return. The results also indicate that, under conditions of strategic uncertainty, these processes are significantly more important as determinants of long-term financial performance. |
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