An Investor’s Perspective on Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations
by Dominik Kemsa (Author)

About the Author
Dominik Kemsa worked as a student research assistant and tutor for Prof. Dr. Dr. h.c. mult. Christian Homburg at the chair of Business-to-Business Marketing, Sales & Pricing at the University of Mannheim. Upon graduation in 2017, he started working at an international management consulting firm.

About this book
Dominik Kemsa develops a comprehensive framework to objectively assess a firm’s position with respect to Marketing Excellence (MEXC). Drawing on resource-based theory MEXC is conceptualized as a holistic framework of capabilities, which can be the source of sustained competitive advantage and concomitant superior firm performance. Conducting a large-scale literature review and synthesizing the findings from different research areas, this book finds that MEXC can be measured with the help of a set of 25 secondary data indicants, which are aggregated to a MEXC dashboard.
Target Groups

• Researchers and students predominantly in the area of marketing & sales, but also in the areas of finance and accounting (interface to company valuation)
• Consultants and experts in the field of marketing & sales
  

Table of contents
1 Introduction
    1.1 Relevance
    1.2 Research Questions
    1.3 Thesis Structure
2 Theoretical and Conceptual Background
    2.1 Resource-Based Theory and Marketing Excellence
        2.1.1 Foundations of Resource-Based Theory
        2.1.2 The VRIO Framework
        2.1.3 Derivation of MEXC Capabilities Framework
    2.2 Role of Marketing in Investment Decisions
3 Research Process
    3.1 Identification of Relevant Literature
    3.2 Description of Conceptualization
4 Development and Evaluation of Secondary Data Indicants
    4.1 Functional Capabilities
        4.1.1 Managerial Levers
        4.1.2 Innovativeness
        4.1.3 Quality Delivery
        4.1.4 Profit Focus
        4.1.5 Interim Conclusion and Recommendation
    4.2 Structuring Capabilities
        4.2.1 Managerial Levers
        4.2.2 Team Structure
        4.2.3 Marketing Hub
        4.2.4 Agile Processes
        4.2.5 Interim Conclusion and Recommendation
    4.3 Cultural Capabilities
        4.3.1 Managerial Levers
        4.3.2 Customer Value Orientation
        4.3.3 Productive and Receptive Working Environment
        4.3.4 Internal Promoters
        4.3.5 Interim Conclusion and Recommendation
    4.4 Relational Capabilities
        4.4.1 Managerial Levers
        4.4.2 Customer Networks
        4.4.3 Distal Networks
        4.4.4 Interim Conclusion and Recommendation
    4.5 Change Capabilities
        4.5.1 Managerial Levers
        4.5.2 Intelligence Acquisition
        4.5.3 Organizational Learning
        4.5.4 Reconfiguring
        4.5.5 Interim Conclusion and Recommendation
5 Aggregation of Developed Indicants to MEXC Dashboard
    5.1 Stage I: Final Set of Indicants
    5.2 Stage II: Propositions on Interdependency Structure
    5.3 Stage III: Linking Dashboard Measures to Firm Performance and Value
    5.4 MEXC Dashboard and Its Practical Application
6 Conclusion
    6.1 Summary of Main Findings
    6.2 Limitations and Avenues for Future Research
Appendix
References

Series: BestMasters
Length: 144 pages
Publisher: Springer Gabler; 1st ed. 2019 edition (December 19, 2018)
Language: English
ISBN-10: 3658247037
ISBN-13: 978-3658247034