Joan Llonch i Andreu

Measures of marketing performance: a comparative study from Spain

Purpose – Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue.Design/methodology/approach – This paper focuses on six categories of marketing effectiveness measures to compare the ways of measuring marketing performance in two groups of Spanish firms (Tourism and Hospitality firms and Industrial firms) in an exploratory study; and also studies the effect of business orientation (customer and competitor orientation) on the measures used to evaluate marketing performance.Findings – It was found that consumer‐based measures have a leading role in the evaluation of marketing effectiveness in Tourism and Hospitality companies and customer orientation affects the importance of these consumer‐based measures.Research limitations/implications – Research is exploratory and subjective measures of business performance were used.Practical implications – The main implications are addressed to the Tourism and Hos...

Internal key factors in export performance

Purpose – This is the first part of two papers which examine the Italian and Spanish textile‐clothing sector The purpose of this paper is to analyse the key factors in the international performance of textile manufacturing companies.Design/methodology/approach – The paper provides a comparative study of the main factors that have affected the export performance of the Spanish and Italian businesses. A wide range of factors has been studied, such as size, dispersion of sales and export experience. In order to compare Spanish and Italian cases, the empirical study used a standardized questionnaire for collecting data. The cases analysed were respective geographical zones with a great tradition in textile‐clothing industry in their country, Catalonian (in the Spanish case) and Lombardian business (in the Italian case).Findings – It was found that international experience is the main factor in the export performance for both cases but the investment in R&D and the export experience have been the keys for expl...

Management perception and marketing strategy in export performance

Purpose – This is the second of two papers which examine the Italian and Spanish textile‐clothing sector. The purpose of this paper is to focuse on the key factors in the international performance of textile manufacturing companies.Design/methodology/approach – In order to compare Spanish and Italian cases, the empirical study used a standardized questionnaire for collecting data. The cases analysed are respectively geographical zones with a great tradition in textile‐clothing industry in their country, Catalonian (in the Spanish case) and Lombardian business (in the Italian case).Findings – It was found that international experience is the main factor in the export performance for both cases but investment in R&D and export experience have been the keys for explaining the major export performance of the Italian businesses.Research limitations/implications – The sample is formed basically from small textile‐clothing business (with less than 500 employees).Originality/value – The paper is of value in that ...

The Impact of Social Media Marketing on the Relationship Among Dynamic Capabilities and Performance

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing still seems not clear, given the novelty and the difficulty of measuring their impact on business performance. This study uses data from 191 Spanish firms from several sectors, to measure the impact of the intensity of use of social media marketing on the relationship among the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence that supports the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for any kind of business.