Authors
Abstract
Performance assessment is one of the activities, which has many advantages and can have a considerable effect on the performance of organizations. Inadequate accountability of senior managers of marketing in recent years has incurred a loss to the position of marketing unit. As a result, studying the effect of marketing activities on organizational performance is specifically important. Framework of marketing productivity shows that it is possible to establish a relation between marketing activities and organizational performance. On the other hand, results of studies in many academic fields 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 that various researches have been conducted, such contrast is also observed in the relation between marketing activities and organizational performance. Characteristics of the research sample can be referred 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 the regarding characteristics of the research sample in relation between marketing activities and organizational performance using meta-analysis approach. Given to the use of meta-analysis approach in the present paper, the statistical population consisted of all previous studies, which have explained and measured the relationship among marketing activities and organizational performance, and the researcher had access to them. On the basis of searching in the mentioned databases, 523 studies were gathered. With regard to the meta-analysis standards and the researcher constraints, ultimately 142 studies were selected to implement the mete–analysis method. The obtained results revealed that the moderating variables related to the characteristics of the research sample like the kind of industry, type of ownership of the organization and so on have led to a significant difference in the results of studies regarding the effect of marketing activities on the organizational performance of organizations.
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