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Please use this identifier to cite or link to this item: http://hdl.handle.net/10373/723

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Title: Marketing and corporate profitability : the case of Greek firms
Authors: Panigyrakis, George
Kapareliotis, Ilias
Ventoura, Zoe
Affiliation: University of Abertay Dundee. Dundee Business School
University of Abertay Dundee. Dundee Business School
Keywords: Greece
Marketing strategy
Research and development
Profit maximization
Issue Date: 2009
Publisher: Emerald
Type: Journal Article
Refereed: peer-reviewed
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.
URI: http://hdl.handle.net/10373/723
ISSN: 0307-4358
Appears in Collections:Dundee Business School Collection

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