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论文作者:meisishow论文属性:职称论文 Scholarship Papers登出时间:2014-09-22编辑:meisishow点击率:10677
论文字数:4159论文编号:org201409201146474642语种:英语 English地区:英国价格:免费论文
关键词:蝴蝶效应英国会计学市场化资产BUTTERFLY EFFECTmarket
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Article B4: (RAM) : Market-based Capabilities and Financial Performance of Firms
The results suggest that the three market-based capabilities have a significant influence on the three business processes: NPD, CM and SCM. A stronger impact comes from CM processes. CM performance has a positive impact on growth in sales.
RAM also suggests that cross-process drivers, to some extent, add value to the firm. When customers are considered as assets, firms have more information on them which can contribute to greater demand certainty and better SCM performance. This will reduce risk due to the volatility of the cash flow and vulnerability of customer’s cash flow. NPD when combined with CM shows a positive impact on financial performance that can be explained by the synergy of excellent product offering and customer loyalty. The combination of these two factors will boost up firm’s financial performance. However there is moderating factor that determine the successful of the synergy. Therefore, the author concludes that RAM support the concept of market-based capabilities, although RAM result only support partly, the SRIV-2 concept about synergy between processes.
Table 3.1 summarizes the assessment on the four assessed articles, using the integrated framework that accommodates the main concepts from A1-A4 articles.
Research on market based capabilities and its respective metrics and the research that explores the impact of partnership / synergy on the firm value is still limited. Research about how marketing actions can affect the SHV is already getting the attention of marketing scholars. The four journal articles the author picked here show clearly the link between market-based assets to SHV, through various marketing actions. However, in the residual value aspect, we still need to understand about the sustainability, since most of the research was done within a window that is not wide enough to conclude the sustainability factor.
From the development of the marketing – finance interface research, the author of this paper concludes the following things:
Marketing now is developing under its expanded role, and in its new role marketing will focus on dual creation of value: toward the customers and toward the firms. Marketing accountability is one of the ways to bridge the marketing domain and finance domain.
Market-Based Asset and Market-Based Capabilities can be used as a proxy to determine Shareholder Value. The methods and metrics measurement in the marketing-finance interface are still extensively explored. However, it is not right to say that we should leave the traditional marketing metrics at all and just be focus on the interface metrics. In a micro scope, traditional metrics are still needed, but in understanding marketing accountability, interface metrics are required. 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。