Measuring business performance from a marketing perspective

Abstract

The purpose of the thesis is to explore new ground and consolidate the role of Marketing in the field of Business Performance. The research tackles the issue of how to develop an effective Market Oriented Performance Measurement System, and how to implement it logically and systematically into business organisations. The academic development of Marketing's role in Business Performance Measurement is reviewed over recent years. Several publications have tackled the subject of performance but none have focused solely on the Marketing Function. The limitations of current financial reports are analysed in the literature review. Intellectual business articles are publicising the need to make the Customer the point of convergence of performance reports. Popular improvement programs, indu<ling Re-engineering and Activity Based Management, are analysed. Even though they bring about a wave of change during their implementation, they still fail to achieve and maintain long term success. Three Market Oriented Performance Measurement System pilots were tested in different companies based in Malta. The results and effects on corporate performance were monitored over a six month period. The observations made in the test cases provided the basis for creating a refined measurement method. The latter introduces a new dimensioh to the domain of Marketing Information Systems, by reporting on the market value of the work done within a company, and by providing guidelines for the elimination of non-value-adding work which is of no relevance to the customer and the market place.