Marketing and corporate profitability: the case of Greek firms

George Panigyrakis; Ilias Kapareliotis; Zoe Ventoura

doi:10.1108/03074350910993782

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Managerial Finance

ISSN: 0307-4358

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Marketing and corporate profitability: the case of Greek firms

Document Information:
Title:	Marketing and corporate profitability: the case of Greek firms
Author(s):	George Panigyrakis, (The Athens University of Economics and Business, Athens, Greece), Ilias Kapareliotis, (The Athens University of Economics and Business, Athens, Greece), Zoe Ventoura, (The Athens University of Economics and Business, Athens, Greece)
Citation:	George Panigyrakis, Ilias Kapareliotis, Zoe Ventoura, (2009) "Marketing and corporate profitability: the case of Greek firms", Managerial Finance, Vol. 35 Iss: 11, pp.909 - 917
Keywords:	Greece, Marketing strategy, Profit maximization, Research and development
Article type:	Research paper
DOI:	10.1108/03074350910993782 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	Purpose – The purpose of this paper is to investigate the contribution of marketing and research and development (R&D) strategies to the profitability of Greek companies. Design/methodology/approach – With the use of secondary data the current research uses variables related to advertising and branding and also R&D expenses for Greek companies. Findings – Results show that there is no significant relationship between R&D intensity and profitability. R&D is not a leading factor to profitability, despite what the literature review supports. Originality/value – Different variables contribute to a company's profitability. There is little research related to the impact of corporate profitability and marketing. The present study is a first attempt to measure the impact of marketing activities and the corporate profitability on the Greek business environment.