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|Title:||Marketing and corporate profitability: the case of Greek firms||Authors:||Panigyrakis, George G.
|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:||0307-4358||DOI:||10.1108/03074350910993782||Rights:||© Emerald||Type:||Article||Affiliation :||Athens University of Economics and Business|
|Appears in Collections:||Άρθρα/Articles|
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