THE CONDITIONAL VALUE OF COMPREHENSIVENESS - THE MODERATING EFFECT OF SOCIO-TECHNICAL SUCCESS FACTORS ON MARKETING PERFORMANCE MEASUREMENT SYSTEM OUTCOMES.

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Title:	THE CONDITIONAL VALUE OF COMPREHENSIVENESS - THE MODERATING EFFECT OF SOCIO-TECHNICAL SUCCESS FACTORS ON MARKETING PERFORMANCE MEASUREMENT SYSTEM OUTCOMES.
Authors:	Kaufmann, Philipp¹ philipp.kaufmann@unisg.ch
Source:	AMA Winter Academic Conference Proceedings. 2026, Vol. 37, p831-834. 4p.
Abstract:	The article investigates how comprehensive marketing performance measurement systems (MPMS) influence marketing outcomes, highlighting that their effectiveness depends on firms' socio-technical capabilities. Topics include the role of comprehensive MPMS in generating measurement insights, the link between measurement ability and marketing performance, and the moderating effect of socio-technical MPMS maturity on these relationships.
Database:	Education Research Complete

Description
Abstract:	The article investigates how comprehensive marketing performance measurement systems (MPMS) influence marketing outcomes, highlighting that their effectiveness depends on firms' socio-technical capabilities. Topics include the role of comprehensive MPMS in generating measurement insights, the link between measurement ability and marketing performance, and the moderating effect of socio-technical MPMS maturity on these relationships.
ISSN:	10540806