Testing a textbook model: an empirical test of Kotler's high-performance business

Kotler (2003) describes a high-performance business that creates customer value through the management of stakeholders, processes, resources and organisation. Dayan, Arnolds and Struwig (2010) adapted the model, tested it across three manufacturing industries, and identified which components carry empirical weight once the measurement model is revised.

In Kotler's (2003) model, high performance comes from managing four key factors: stakeholders, processes, resources and organisation.

The adapted model examined marketing strategies, resource management (labour, materials, machines, information technology and energy), total quality management and organisational culture as drivers of sales growth, using structural equation modelling.

The study provides an empirical test of a widely taught textbook model and develops a generic, cross-industry model of sales growth.

• What drives sales growth in manufacturing firms? Evidence from 571 practitioners
• Market-oriented organisational culture and sales growth

Dayan, O., Arnolds, C. A., & Struwig, M. (2010). Empirical testing of Kotler's high-performance factors to increase sales growth. Acta Commercii, 10(1), 181–202. https://doi.org/10.4102/ac.v10i1.128

Kotler, P. (2003). Marketing management (11th ed.). Prentice Hall.