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|Title: ||Marketing and corporate profitability : the case of Greek firms|
|Authors: ||Panigyrakis, George|
|Affiliation: ||University of Abertay Dundee. Dundee Business School|
University of Abertay Dundee. Dundee Business School
Research and development
|Issue Date: ||2009|
|Type: ||Journal Article|
|Rights: ||Published version (c)Emerald, available from doi: 10.1108/03074350910993782|
|Citation: ||Panigyrakis, G.; Kapareliotis, I. and Ventoura, Z. 2009. Marketing and corporate profitability : the case of Greek firms. Managerial Finance. 35(11): pp. 909 - 917. [Online] Available from doi: http://dx.doi.org:10.1108/03074350910993782|
|Abstract: ||Purpose – The purpose of this paper is to investigate the contribution of marketing and research and development (R&D) strategies to the profitability of Greek companies.
Design/methodology/approach – With the use of secondary data the current research uses variables related to advertising and branding and also R&D expenses for Greek companies.
Findings – Results show that there is no significant relationship between R&D intensity and profitability. R&D is not a leading factor to profitability, despite what the literature review supports.
Originality/value – Different variables contribute to a company's profitability. There is little research related to the impact of corporate profitability and marketing. The present study is a first attempt to measure the impact of marketing activities and the corporate profitability on the Greek business environment.|
|Appears in Collections:||Dundee Business School Collection|
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