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Die Wirkung von operativen Marketing-Mix-Fähigkeiten auf den Unternehmenserfolg — Ein 4-Länder-Vergleich

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Zusammenfassung

In der Marketing-Literatur hat kürzlich eine empirische Auseinandersetzung mit den Erfolgsauswirkungen von Marketing-Fähigkeiten stattgefunden. Obgleich diese Studien durchweg positive Erfolgsbeziehungen aufzeigen, fällt auf, dass sie alle bislang keine externen Moderatoren einbeziehen. Der vorliegende Beitrag adressiert diesen Mangel und überprüft die Erfolgswirkungen von Marketing-Fähigkeiten auf der Grundlage einer Stichprobe mit 891 Unternehmen aus vier verschiedenen Nationen (China, Deutschland, Hongkong und USA). Als zentrales Ergebnis - entgegen der in der Praxis häufig vertretenen Ansicht - stellt sich heraus, dass operative Marketing-Mix-Fähigkeiten in Nationen mit hohem sozioökonomischem Entwicklungsstand eine stärkere Erfolgswirkung aufweisen. Dieses Resultat ergibt sich sowohl auf der Basis der generierten Stichprobe mit subjektiven Erfolgsgrößen als auch weitestgehend für eine kleinere Stichprobe mit objektiven Erfolgsgrößen. Von der nationalen Kultur geht hingegen keine moderierende Wirkung auf die Erfolgsbeziehungen der untersuchten Marketing-Fähigkeiten aus.

Abstract

The marketing literature has recently treated the performance consequences of selected marketing capabilities. While existing studies consistently show positive performance consequences, extant research has not integrated external moderators of the performance relationship. The present study addresses this dearth by integrating the national socioeconomic development stage and national culture as moderators of the relationship between marketing capabilities and firm performance. A theoretically derived research model is empirically validated by means of survey data from 891 firms from four different countries (China, Germany, Hongkong, and the US). Findings indicate that marketing capabilities exert a stronger influence on firm performance when the socioeconomic development stage of the nations in which a firm operates is high. National culture does not exert any moderating impact. Findings hold for both reported and objective firm performance data.

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  1. RWTH Aachen, Templergraben 64, 52062, Aachen, Deutschland

    Andreas Engelen (Lehrstuhl Wirtschaftswissenschaften für Ingenieure und Naturwissenschaftler),  Jan Kemper (Lehrstuhl Wirtschaftswissenschaften für Ingenieure und Naturwissenschaftler) &  Malte Brettel (Lehrstuhl Wirtschaftswissenschaften für Ingenieure und Naturwissenschaftler)

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  1. Andreas Engelen
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Correspondence to Andreas Engelen.

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Die Autoren danken den anonymen Gutachtern für wertvolle Hinweise und Anmerkungen.

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Engelen, A., Kemper, J. & Brettel, M. Die Wirkung von operativen Marketing-Mix-Fähigkeiten auf den Unternehmenserfolg — Ein 4-Länder-Vergleich. Schmalenbachs Z betriebswirtsch Forsch 62, 710–743 (2010). https://doi.org/10.1007/BF03373678

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