Several dimensions of the marketing strategy variables, environment and performance measures are examined to determine the differences between the high performing firms versus the other. The perceived environment tend to be significantly related with the performance of the companies and the marketing strategies selected. High performing firms appears to achieve higher return on equity, return on assets and high morales of employees.
CITATION STYLE
Hassan, F. H. (2015). Marketing Strategies, Environment and Performance of Malaysian Firms. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 597–601). Springer Nature. https://doi.org/10.1007/978-3-319-17320-7_154
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