营销活动对微型企业销售、收入和盈利能力的多层次影响

IF 0.7 4区 管理学 Q4 BUSINESS
Rafael Barreiros Porto, Rafaela da Rocha Costa, E. Watanabe
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引用次数: 10

摘要

目的-本研究动态评估营销活动在微型企业产生产品销售,收入和盈利能力方面的有效性,这是缺乏营销研究的背景。设计/方法/方法-纵向多层研究使用每日5800种销售产品的面板数据和商业层面的月度时间序列,涉及一家微型企业(药店)26个月的商业和财务记录。进行了面板回归和时间序列回归。研究结果-研究表明(1)营销活动,特别是价格弹性,相当准确地产生产品销售;(2)总营销活动的汇总估计预测公司每月的收入和盈利能力;(3)在被调查的公司,如果营销活动以相同的比例加强,以增加产品和商品的成本,它们在产生利润方面效率不高。原创性/价值——本研究支持微观宏观层面分析与商业和财务数据关系的调查,以便将营销决策与财务相结合。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise
Purpose – This study dynamically assessed the effectiveness of marketing activities in the generation of product sales, revenue, and profitability in a micro-enterprise, a context that lacks research in marketing. Design/methodology/approach – A longitudinal multilevel study was conducted using daily panel data for 5,800 products sold and monthly time series on the business level, involving 26 months of commercial and financial records for a micro-enterprise (a drugstore). Panel and time series regressions were performed. Findings – The research shows that (1) marketing activities, in particular price elasticity, quite accurately generate product sales, (2) the aggregated estimate of total marketing activities predicts monthly company revenue and profitability, and (3) in the investigated company, if marketing activities are intensified in the same proportion to increase costs in products and goods, they are not efficient in generating profit. Originality/value – This research supports investigations concerning micro-macro level analysis relationships with commercial and financial data in order to merge marketing decisions to finance.
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来源期刊
CiteScore
2.10
自引率
9.10%
发文量
16
审稿时长
50 weeks
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