Marketing productivity and profitability of Indonesian public listed manufacturing firms: An application of data envelopment analysis (DEA)
Abstract
Purpose
This research tries to fill a gap in research and to suggest a rigorous quantitative approach to benchmarking marketing productivity. Data envelopment analysis (DEA) is useful in identifying the best‐performing units to be benchmarked against as well as in providing actionable measures for improvement of a company's marketing performance.
Design/methodology/approach
This study applied the DEA approach to aid traditional benchmarking activities and to provide guidance to managers, and to evaluate the productivity and efficiency of manufacturing firms listed at the Indonesian Stock Exchange as a result of their marketing activities. The time period observed is 2001‐2007. The total number of manufacturing firms observed is 94.
Findings
The evidence shows that on average, this industry experienced total productivity decline by over the observation periods, mainly due to deterioration of managerial efficiency.
Originality/value
The paper compares public listed manufacturing firms in Indonesia.
Keywords
Citation
Edy Halim, R. (2010), "Marketing productivity and profitability of Indonesian public listed manufacturing firms: An application of data envelopment analysis (DEA)", Benchmarking: An International Journal, Vol. 17 No. 6, pp. 842-857. https://doi.org/10.1108/14635771011089755
Publisher
:Emerald Group Publishing Limited
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