What is it about?

We examine the effects of marketing dashboards. Many companies make significant investments in marketing dashboards. However, academic research has not examined the processes through which marketing dashboards impact firm performance. Our study finds that certain processes enable the link between marketing dashboards and performance.

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Why is it important?

Our research provides a few thoughts for managers to consider when implementing marketing dashboards. First, managers should consider whether their firm possesses the processes necessary to manage market information. Second, the firm should examine their marketing strategy implementation decision-making processes. Our study shows that managing market information and possessing strong marketing strategy implementation processes (i.e. that enable speed) are critical to leveraging the value of marketing dashboards on performance.

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This page is a summary of: A contingency model of marketing dashboards and their influence on marketing strategy implementation speed and market information management capability, European Journal of Marketing, November 2016, Emerald,
DOI: 10.1108/ejm-06-2015-0317.
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