Kauppakorkeakoulu | Markkinoinnin laitos | Markkinointi | 2013
Tutkielman numero: 14292
Implications of task environment and corporate context on marketing measurement systems in shopping centers - a constructive case study
|Otsikko:||Implications of task environment and corporate context on marketing measurement systems in shopping centers - a constructive case study|
|Vuosi:||2013 Kieli: eng|
|Asiasanat:||markkinointi; marketing; arviointi; evaluation; mittarit; ratings; kauppakeskukset; commercial centres|
|Avainsanat:||marketing; markkinointi; kauppakeskukset; commercial centres; shopping centres; marketing measurement; markkinoinnin mitattavuus; markkinoinnin mittarit; marketing metrics; marketing performance measurement; marketing performance|
Objectives of the study
The objective of this thesis was to understand how marketing performance assessment can be organized in shopping centers. The purpose was to develop a recommendation of a marketing performance measurement system for the case company by identifying which marketing metrics were perceived relevant in the specific corporate context and how the marketing metrics fit the shopping center task environment. The empirical research also addressed perceived barriers and drivers for the development and implementation of the set of marketing performance metrics.
Academic background and methodology
This research was conducted as a constructive case study focusing on five shopping centers under the ownership of the case company. Data collection based on qualitative research methods including interviewing, observations and documentation. The interviewed professionals were members of the shopping center teams in roles of asset managers, shopping center managers or marketing managers. The relevant existing literature was derived from academic discussion on marketing performance measurement, shopping center management and real estate research.
Findings and conclusions
The practical findings imply that marketing performance can be measured in shopping center context and existing marketing metrics found in previous literature are partially supported in shopping center context. A marketing performance measurement system was developed for the case company consisting of 12 metrics in total, both qualitative and quantitative. The metrics reflect the marketing results on three levels; including input, intermediate and financial results. The findings of this research are complementary to prior literature expanding our knowledge on marketing performance measurement, shopping center marketing and performance through an applied case study. Findings suggest that shopping center business context has unique characteristics, such as complex marketing organization and delayed realization of successful marketing results into profit for the owner of the shopping center. In addition, based on empirical findings, the role of a shopping center as an investment objective is likely to influence the focus of performance measurement systems and nature of strategic objectives.
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