Title

Marketing Program Planning, Process Benefits, And Store Performance: An Initial Study Among Small Retail Firms

Abstract

Despite the importance of thinking strategically when adapting to environmental change, independent retail firms often find that day-to-day operational demands inhibit their ability to participate in the marketing planning process. Further, the marketing and retailing literature provides few insights to retailers interested in better understanding how to plan most effectively. Past research has emphasized the formal aspects of planning and the empirical evidence is mixed regarding the relationship between planning and performance. This study develops new measures of both marketing program planning (MPP) and the intermediate process benefits that result from planning. We then assess their impact on performance using data collected from independent computer store retailers. Results indicate 1) the planning dimension "strategic clarity" is significantly related to the process benefits "market knowledge" and "marketing program effectiveness," 2) process benefits mediate the relationship between planning and performance, and 3) process benefits are positively related to financial performance. © 1999 New York University.

Publication Date

1-1-1999

Publication Title

Journal of Retailing

Volume

75

Issue

4

Number of Pages

525-541

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1016/S0022-4359(99)00017-2

Socpus ID

0042096341 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/0042096341

This document is currently not available here.

Share

COinS