Volume : 6, Issue : 6, June - 2017
The Role of Strategic Marketing On Companys Business Performance:A Case Study on the Beer Industry of Ethiopia
D. Lalitha Rani, Yitbarek Seyoum Kebede
Abstract :
<p> <b style="text-align: justify;"><span style="mso-bidi-font-size:12.0pt;line-height:115%;font-family: "Times New Roman",serif">It is argued that the relationship between strategic marketing efforts and business performance is still vague for academicians and decision makers. Further, it has been said that it is difficult to establish a cause and effect relationship between marketing efforts and performance. The researcher in this study has tried to identify and test the above marketing premise on the context of beer manufacturing firms in Ethiopia. The result of the study revealed that most of the components of strategic marketing (innovation orientation, inside – out capability and outside – in capability) have a direct and positive relationship with performance. However, Market orientation was an exception, which has resulted in a negative relationship with the company’s performance.</span></b>< /> <b><span style="font-size:11.0pt; mso-bidi-font-size:12.0pt;line-height:115%;font-family:"Times New Roman",serif; mso-fareast-font-family:Calii;mso-fareast-theme-font:minor-latin;mso-ansi-language: EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">< clear="all" style="page-eak-before:always;mso-eak-type:section-eak" /> </span></b></p>
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Download PDF Journal DOI : 10.15373/2249555XCite This Article:
D. Lalitha Rani, Yitbarek Seyoum Kebede, The Role of Strategic Marketing On Company¥s Business Performance:A Case Study on the Beer Industry of Ethiopia, GLOBAL JOURNAL FOR RESEARCH ANALYSIS : VOLUME-6 | ISSUE‾6 | JUNE-2017