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Measuring the relationship between marketing assets, intellectual capital and firm performance

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  • Tommaso Pucci
  • Christian Simoni
  • Lorenzo Zanni

Abstract

Although the literature highlights the contribution of different marketing assets to firm performance, it is still far from reaching a consolidated and exhaustive position on this topic. Several authors have, in fact, proposed metrics and performance measurement systems related to marketing strategies, but the relationship between specific marketing resources and overall firm profitability needs further analysis and empirical research. This paper proposes a framework to measure the effect of the use and interaction of different marketing assets on firm performances, through their impact on the level of the firm’s intellectual capital. We test our framework by adopting a quantitative approach, providing evidence from within the Italian children’s clothing industry. Specifically, we measure the intellectual capital using the knowledge capital scorecard method proposed by Lev (Gu and Lev in Intangibles assets. Measurement, drivers, usefulness. New York University, New York, 2001 ; Seetharaman et al. in J Intellect Cap 3(2):128–148, 2002 ) and we analyze it by modeling some firm-specific variables such as brands, stores, advertising expenses, the balance sheet’s intangible assets and their interactions. The empirical analysis highlights that: (a) there is a positive direct relationship between a firm’s intellectual capital value and its performance; (b) the combination and interaction of specific marketing resources affect the intellectual capital value. The results show that the intellectual capital value can be used as a synthetic indicator to evaluate the impact of some specific marketing resources on business performance. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Tommaso Pucci & Christian Simoni & Lorenzo Zanni, 2015. "Measuring the relationship between marketing assets, intellectual capital and firm performance," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 19(3), pages 589-616, August.
  • Handle: RePEc:kap:jmgtgv:v:19:y:2015:i:3:p:589-616
    DOI: 10.1007/s10997-013-9278-1
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    References listed on IDEAS

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    2. Francesco Badia & Grazia Dicuonzo & Saverio Petruzzelli & Vittorio Dell’Atti, 2019. "Integrated reporting in action: mobilizing intellectual capital to improve management and governance practices," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 23(2), pages 299-320, June.
    3. Thomas Bassetti & Lorenzo Dal Maso & Giovanni Liberatore & Francesco Mazzi, 2020. "A critical validation of the value added intellectual coefficient: use in empirical research and comparison with alternative measures of intellectual capital," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 24(4), pages 1115-1145, December.
    4. Giuseppe Nicolo’ & Francesca Manes-Rossi & Johan Christiaens & Natalia Aversano, 2020. "Accountability through intellectual capital disclosure in Italian Universities," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 24(4), pages 1055-1087, December.
    5. Salman Ali & Guihua Li & Yousaf Latif, 2020. "Unleashing the importance of creativity, experience and intellectual capital in the adaptation of export marketing strategy and competitive position," PLOS ONE, Public Library of Science, vol. 15(11), pages 1-26, November.
    6. Mihaela Curea & Marilena Mironiuc & Maria Carmen Huian, 2022. "Intangibles, Firm Performance, and CEO Characteristics: Spotlight on the EU Electricity and Gas Industry," Sustainability, MDPI, vol. 14(15), pages 1-17, July.
    7. Gianluca Ginesti & Mario Ossorio, 2021. "The influence of family-related factors on intellectual capital performance in family businesses," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(2), pages 535-560, June.
    8. Elisabeth Albertini, 2019. "Integrated reporting: an exploratory study of French companies," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 23(2), pages 513-535, June.

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