Tomas Hult speaks with Neil Morgan, PetSmart Distinguished Professor in Marketing Chair, Kelley School of Business, Indiana University, about assessment of performance outcomes in marketing, and why the correct performance variables are critical for companies.

Specifically, they dialogue about a recent article they co-authored in the Journal of Marketing, led by Costas Katsikeas and also including Leonidas Leonidou. The four authors took inventory of 998 articles in the top 15 marketing journals during the period of 1981 to 2014 that dealt with assessment of performance in the context of marketing. In this segment, the dialogue focused on why it was important to conduct this assessment of performance outcomes in marketing; the inclusion of a “theory-based performance evaluation framework” to guide companies and researchers; and some of the core guidelines the paper suggests to companies and researchers.

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