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Exploring marketing metrics used in innovative companies
Dissertation (MBA)--University of Pretoria, 2013.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2014
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| _version_ | 1867613654026813440 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2013. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/40655 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:34.803Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/40655 Exploring marketing metrics used in innovative companies Chipp, Kerry ichelp@gibs.co.za Fraser, Jo-Anne UCTD Corporate culture Technological innovations Marketing -- mathematical models Marketing research Dissertation (MBA)--University of Pretoria, 2013. This study recognises that both metrics and innovation lead to superior performance. It explores the marketing activities and processes followed by innovative companies, in particular those involving customers, and proposes the key metrics aligned to these; thereby formalising marketing’s role in the innovation process. Qualitative expert-interviews were done using the Critical Incident Technique; 11 professionals from a South African company, recognised for its innovation, were asked to share their personal experiences of a recent company innovation. The findings highlight the value of a strong corporate culture of collaboration and inclusion, as well as an unwavering focus on creating value for the client, and conclude by proposing a finite marketing dashboard of 12 metrics that align people and processes as key indicators of success to guide the marketer during the innovation process. lmgibs2014 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2014-07-08T11:19:47Z 2014-07-08T11:19:47Z 2014-04-30 2013 Mini Dissertation Fraser, J 2013, Exploring marketing metrics used in innovative companies, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/40655> http://hdl.handle.net/2263/40655 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Corporate culture Technological innovations Marketing -- mathematical models Marketing research Exploring marketing metrics used in innovative companies |
| title | Exploring marketing metrics used in innovative companies |
| title_full | Exploring marketing metrics used in innovative companies |
| title_fullStr | Exploring marketing metrics used in innovative companies |
| title_full_unstemmed | Exploring marketing metrics used in innovative companies |
| title_short | Exploring marketing metrics used in innovative companies |
| title_sort | exploring marketing metrics used in innovative companies |
| topic | UCTD Corporate culture Technological innovations Marketing -- mathematical models Marketing research |
| url | http://hdl.handle.net/2263/40655 |