Designing a Model for the Relationship Between Marketing Activities and Organization Performance: Meta-Analysis on the Moderating Role of Research Topic Characteristics

Bagher Asgarnezhad Nouri; Ali Sanayei; Saeed Fathi; Ali Kazemi; Milad Soltani

doi:10.32890/ijms2016.23.2.2

Authors

Bagher Asgarnezhad Nouri Faculty of Humanities University of Mohaghegh Ardabili, Iran, Islamic Republic of
Ali Sanayei School of Administrative Sciences and Economics University of Isfahan, Iran, Islamic Republic of
Saeed Fathi School of Administrative Sciences and Economics University of Isfahan, Iran, Islamic Republic of
Ali Kazemi School of Administrative Sciences and Economics University of Isfahan, Iran, Islamic Republic of
Milad Soltani Faculty of Business Management European University of Cyprus, Cyprus

DOI:

https://doi.org/10.32890/ijms2016.23.2.2

Keywords:

Marketing activities, Organization performance, Characteristics of research topic, Meta-analysis approach

Abstract

The role of marketing in explaining firmsâ€™ business performance has received significant attention throughout the history of the marketing discipline. Over the past two decades, researchers have considerably enhanced the conceptual understanding of the role of marketing in enabling firms to create and sustain a competitive advantage. Recent advances in the marketingâ€“performance interface have also begun to provide more empirical evidence of the impact of specific marketing activities and different types of marketing-related assets on firmsâ€™ performance. On the other side, results of studies in many academic fields that are conducted about a specific issue are usually confusing and contrasting. Meta-analysis is a research approach that helps the researcher to a large extent to identify the moderating variables in the results of previous studies. Despite various researches having been conducted, such contrast is also observed in the relationship between marketing activities and organization performance. Characteristics of the research topic can be referred to among the several reasons that have been mentioned for such divergence in similar studies. It was tried in the present survey to identify the role of moderating variables regarding the characteristics of the research topic in the relationship between marketing activities and organization performance using the meta-analysis approach. The results revealed that the moderating variables related to the characteristics of the research topic consisting of marketing activity indexes, organization performance indexes, researcher field and year of publication of the research have been led to a significant difference in the results of studies regarding the effect of marketing activities on performance of organizations.

Keywords: Marketing activities, Organization performance, Characteristics of research topic, Meta-analysis approach.

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