Marketing and corporate profitability: the case of Greek firms

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.

Citation

Panigyrakis, G., Kapareliotis, I. and Ventoura, Z. (2009), "Marketing and corporate profitability: the case of Greek firms", Managerial Finance, Vol. 35 No. 11, pp. 909-917. https://doi.org/10.1108/03074350910993782