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dc.creatorWang, Xinchun
dc.date.accessioned2021-10-27T20:26:46Z
dc.date.available2021-10-27T20:26:46Z
dc.date.created2015-08
dc.date.issued2015-08
dc.date.submittedAugust 2015
dc.identifier.urihttps://hdl.handle.net/2346/88207
dc.description.abstractWhen firms experience unfavorable financial performance, how do they respond? Using a resource-advantage theoretic lens, this study examines how past firm performance affects firms’ future marketing strategies. In particular, the dissertation investigates the effects of past financial performance on firms’ both short-term and long-term marketing strategies. Using a multi-source dataset of 159 S&P 500 companies from 2007-2013, the study finds that (1) a firm’s past financial performance influences its both short-term and long-term marketing strategies but in different ways. Specifically, a firm’s short-term marketing investment is a positive function of its past financial performance, while there is a negative relationship between past financial performance and long-term marketing investment; (2) This process is influenced by a firm’s internal environment (e.g., top management entrepreneurial orientation and resources slack) and external environment (e.g., industry competition and industry growth rate). This dissertation contributes to the existing literature by linking performance back to marketing strategies. Also, by combining a firm’s internal and external factors, this dissertation provides a more comprehensive theoretical foundation for explaining a firm’s strategic change process. These findings have implications for managers interested in understanding the conditions under which their organizations should make changes to their marketing strategies.
dc.description.abstractEmbargo status: Restricted to TTU community only. To view, login with your eRaider (top right). Others may request access exception by clicking on the PDF link to the left.
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.subjectFirm Performance
dc.subjectMarketing Strategy
dc.subjectResource-Advantage Theory
dc.subjectEntrepreneurial Orientation
dc.subjectContent Analysis
dc.titleThe effects of past financial performance on firms’ short-term and long-term marketing strategies
dc.typeThesis
dc.date.updated2021-10-27T20:26:47Z
dc.type.materialtext
thesis.degree.nameDoctor of Philosophy
thesis.degree.levelDoctoral
thesis.degree.disciplineBusiness Administration
thesis.degree.grantorTexas Tech University
thesis.degree.departmentMarketing
dc.contributor.committeeMemberArnett, Dennis B.
dc.contributor.committeeMemberShropshire, Christine
dc.contributor.committeeChairDass, Mayukh
dc.rights.availabilityRestricted to TTU community only.


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