Couts d'opportunité liés a la maximisation de la performance en marketing

Abstract

The Marketing Concept literature has called for maximizing the marketing performance of a firm. More recently, the marketing stra- tegy literature has called for marketing strategy to be explicitly orien- ted towards delivering shareholder value. In this paper, we empirical- ly show that the strategy maximizing a firm’s marketing performance does not maximize its financial performance. Because of this diffe- rence, the development of a marketing performance maximizing stra- tegy creates opportunity costs in terms of financial performance. In this paper, we estimate the size of these opportunity costs for firms endowed with different kinds of resources and pursuing different types of strategies.