Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/14462
Title: | Marketing and corporate profitability: the case of Greek firms |
Authors: | Panigyrakis, George G. Kapareliotis, Ilias Ventoura, Zoe |
Major Field of Science: | Social Sciences |
Field Category: | Media and Communications |
Keywords: | Greece;Marketing strategy;Profit maximization;Research and development |
Issue Date: | 25-Sep-2009 |
Source: | Managerial Finance, 2009, vol. 35, no. 11, pp. 909-917 |
Volume: | 35 |
Issue: | 11 |
Start page: | 909 |
End page: | 917 |
Journal: | Managerial Finance |
Abstract: | 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. |
URI: | https://hdl.handle.net/20.500.14279/14462 |
ISSN: | 03074358 |
DOI: | 10.1108/03074350910993782 |
Rights: | © Emerald |
Type: | Article |
Affiliation : | Athens University of Economics and Business |
Publication Type: | Peer Reviewed |
Appears in Collections: | Άρθρα/Articles |
CORE Recommender
Sorry the service is unavailable at the moment. Please try again later.
Items in KTISIS are protected by copyright, with all rights reserved, unless otherwise indicated.