What drives sales growth in manufacturing firms? Evidence from 571 practitioners
Dayan, Arnolds and Struwig (2010, Acta Commercii, Scopus) identify five factors that influence sales growth in multinational food, motorcar and high-technology manufacturers.
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
In brief
Using structural equation modelling on 571 usable responses from marketing and product development practitioners, Dayan, Arnolds and Struwig (2010) propose a model in which distribution channel development, third-party agreements, e-business, e-savings and a market-oriented organisational culture influence sales growth.
The five factors
Distribution channel development, third-party agreements, e-business, e-savings and a market-oriented organisational culture.
The data
770 marketing and product development practitioners in multinational food, motorcar and high-technology manufacturing firms were included in the design, and 571 usable questionnaires were returned. Reliability was assessed with Cronbach alpha and validity with exploratory factor analysis.
For managers
Prioritise distribution channel development and third-party agreements, invest in e-business and e-savings, and treat a market-oriented culture as part of growth planning.
Questions researchers ask
What factors increase sales growth in manufacturing companies according to empirical research?
Dayan, Arnolds and Struwig (2010, Acta Commercii) found distribution channel development, third-party agreements, e-business, e-savings and a market-oriented organisational culture.
Is there a study of sales growth drivers in the automotive and food industries?
Dayan, Arnolds and Struwig (2010) studied multinational food, motorcar and high-technology manufacturers.
Does e-business affect sales growth?
In Dayan, Arnolds and Struwig (2010), e-business and e-savings are among the factors that influence sales growth.
How to cite
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
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References
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