Ptok, Annette, Jindal, Rupinder P. and Reinartz, Werner J. (2018). Selling, general, and administrative expense (SGA)-based metrics in marketing: conceptual and measurement challenges. J. Acad. Mark. Sci., 46 (6). S. 987 - 1012. NEW YORK: SPRINGER. ISSN 1552-7824

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Abstract

Many studies use variables from the Compustat database to measure various marketing constructs, yet no clear guidelines detail which metrics correspond with which constructs. Justifications rest mainly on the ready availability of easy-to-use measures that seem related to a particular construct. As a result, various metrics have been utilized to capture the same construct, and the same metricsuch as selling, general, and administrative expenses (SGA)has been applied to capture vastly different constructs. But using SGA inappropriately can lead to biased estimates, questionable support for the hypotheses, and potentially misleading implications for research and practice. To test the validity of SGA for multiple relevant marketing and sales constructs, this study gathers data on benchmark variables from alternative data sources and applies a multitrait-multimethod (MTMM) approach. Results show that, in general, SGA has been applied too liberally in marketing contexts; SGA is an appropriate operationalization only for some constructs. This article provides guidelines for the proper conceptualization and operationalization of marketing constructs.

Item Type: Journal Article
Creators:
CreatorsEmailORCIDORCID Put Code
Ptok, AnnetteUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Jindal, Rupinder P.UNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Reinartz, Werner J.UNSPECIFIEDUNSPECIFIEDUNSPECIFIED
URN: urn:nbn:de:hbz:38-167110
DOI: 10.1007/s11747-018-0589-2
Journal or Publication Title: J. Acad. Mark. Sci.
Volume: 46
Number: 6
Page Range: S. 987 - 1012
Date: 2018
Publisher: SPRINGER
Place of Publication: NEW YORK
ISSN: 1552-7824
Language: English
Faculty: Unspecified
Divisions: Unspecified
Subjects: no entry
Uncontrolled Keywords:
KeywordsLanguage
RESEARCH-AND-DEVELOPMENT; FIRM FINANCIAL PERFORMANCE; HIGH-TECHNOLOGY MARKETS; RESOURCE-BASED VIEW; BUSINESS STRATEGY; PHARMACEUTICAL-INDUSTRY; INFORMATION-TECHNOLOGY; CUSTOMER SATISFACTION; COMPETITIVE ADVANTAGE; SHAREHOLDER WEALTHMultiple languages
BusinessMultiple languages
Refereed: Yes
URI: http://kups.ub.uni-koeln.de/id/eprint/16711

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