Rossano Eusebio

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 ...

Orientación al aprendizaje, Orientación al mercado, Resultados y el efecto moderador de la procedencia funcional del Director General

Resumen La literatura reciente pone de relieve que la orientacion al aprendizaje y la orientacion al mercado son variables que estan relacionadas, pero sin llegar a un consenso sobre que variable actua como antecedente de la otra. Ademas, tampoco quedan claras las consecuencias de la orientacion al aprendizaje sobre los resultados de la empresa, ni si existen efectos moderadores en la relacion entre estos dos tipos de orientaciones. La presente investigacion propone un modelo en el que la orientacion al aprendizaje es un antecedente de la orientacion al mercado, la procedencia funcional del director general modera los efectos entre estas dos orientaciones, y en el que tanto la orientacion al aprendizaje como la orientacion al mercado tienen un efecto directo sobre los resultados de la empresa. Dicho modelo se contrasta parcialmente entre una amplia muestra de empresas del sector quimico.

Internal Key Factor in the Export Performance of Spanish SMEs

The internationalization is a complex process that requires a great effort, both financial and human, that some companies cannot spare, especially if they are medium or small companies. The authors’ investigation is based upon these medium and small companies and the problems they face, and analyzes the issues that affect their export intensity. For this, a multidimensional model is proposed as a result of a deep research on literature on this field. The results of this study show how technological innovation is an important aspect when determining an effort for exportation in this kind of companies.