Please use this identifier to cite or link to this item: https://ktisis.cut.ac.cy/handle/10488/14462
Title: Marketing and corporate profitability: the case of Greek firms
Authors: Panigyrakis, George G. 
Kapareliotis, Ilias 
Ventoura, Zoe 
Keywords: Greece;Marketing strategy;Profit maximization;Research and development
Category: Media and Communications
Field: Social Sciences
Issue Date: 25-Sep-2009
Source: Managerial Finance, Volume 35, Issue 11, 25 September 2009, Pages 909-917
Journal: Managerial Finance 
Abstract: © 2009, © Emerald Group Publishing Limited. 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.
ISSN: 03074358
2-s2.0-85015619172
https://api.elsevier.com/content/abstract/scopus_id/85015619172
DOI: 10.1108/03074350910993782
Rights: © 2019 Emerald Publishing Limited
Type: Article
Appears in Collections:Άρθρα/Articles

Show full item record

SCOPUSTM   
Citations

10
checked on Aug 14, 2019

Page view(s)

6
Last Week
0
Last month
checked on Aug 21, 2019

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.