These are some of the findings of the dissertation research conducted by Johanna Frösén, M.Sc. (Econ.), at Aalto University School of Business. The research explores the use of marketing metrics, as well as the practices of measuring marketing performance and marketing control in Finnish companies.
Effectiveness of different forms of marketing control varies across business contexts
The research identifies five distinct profiles of performance measurement among Finnish companies, each focusing on different dimensions of marketing performance. All profiles are typically linked to specific types of industries, company size or market.
The findings of the research particularly underscore the multidimensionality and contextuality in marketing performance and its measurement. No universal 'best practices' for marketing performance measurement or marketing control exist - rather, both need to be carefully adapted to the individual firm's objectives, strategy, and business environment.
In addition to formal performance measurement, there are also other, complementary tools for a firm to control its marketing. Surprisingly, especially for small businesses, formal performance measurement is sometimes not even necessary – having a right kind of corporate culture may in some specific cases well suffice for controlling the relationship between the company and its markets.
For managers, the study provides new tools for developing a comprehensive understanding of the firm’s marketing performance, as well as practical guidelines for developing comprehensive systems for marketing performance measurement and control.
Dissertation defense
The doctoral dissertation of Johanna Frösén, M.Sc. (Econ.), titled Marketing Metrics, Marketing Performance Measurement, and Marketing Control, in the field of marketing will be examined at Aalto University School of Business on Friday, 26th of April 2013 starting at 12 noon.
Professor David Stewart from Loyola Marymount University, representing one of today’s most distinguished scholars and experts in the field of marketing, serves as the opponent at the defense. Professor Stewart has published more than 200 scientific peer-reviewed articles, authored several books and served as chief editor for several top scientific journals in marketing. Today he is Editor in Chief for the Journal of Public Policy and Marketing and President’s Professor of Marketing at Loyola Marymount University in California. In addition to his academic work, Professor Stewart also acts as founding Director and Chair of the American Marketing Accountability Standards Board (http://www.themasb.org/).
Professor Henrikki Tikkanen, Head of the Department of Marketing at Aalto University will act as the custos.
Representatives of the media may request free copies of the dissertation from the Aalto University School of Business Communications Unit at viestinta-biz@aalto.fi or by telephone at +358 50 566 5673.
Further information: Johanna Frösén, tel. +358 40 3538 230, johanna.frosen@aalto.fi