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- Title
Efficiency Measurement in B2B Digital Marketing: a DEA Approach.
- Authors
Bhattacharyya, Krishanu; Debata, Bikash Ranjan; Sreekumar
- Abstract
The purpose of this paper is to develop an integrated and holistic approach to benchmark digital marketing performance for B2B organizations in India. The rationale behind the study is to help marketing managers and leaders make effective and impactful decision-making by minimizing the shortcomings/ gaps and learning and incorporating the best strategies to derive the ROI from all digital marketing efforts for the organization. For the context of this study, a total of 31 B2B organizations were selected and analyzed for the benchmarking study using the Data Envelopment Analysis (DEA) method. The study identifies the parameters where the inefficient decision-making units (DMUs) lack in terms of capabilities compared to the efficient DMUs and how the ranking can be done for a comparative analysis. The study provides a holistic approach to the usage of DEA using various methods such as CCR, BCC, and crossefficiency models. The initial part of the study involves the efficiency measurement of the 31 shortlisted B2B organizations using the BCC and CCR models. The study also explains the rationale and shortcomings of the traditional BCC-CCR model in cases of real-life context involving organizational efficiency measurement. It further explains and extends the study to show how applications of cross-efficiency measurement using Arbitrary and Benevolent models can address the shortcomings and help business leaders rank the organizations (DMUs) and make impactful business decisions. The work proposes and applies an innovative approach of using various DEA models and providing a comparative view so that organizations can choose the right approach. Through this study, the inefficient organizations can learn and take action from the best-in-class organizations so that necessary course correction can be done. The present study explores the emerging issues related to understanding how different B2B organizations headquartered in India can be benchmarked based on their digital marketing capabilities.
- Subjects
INDIA; INDUSTRIAL marketing; BUSINESS-to-business transactions; INTERNET marketing; CHOICE (Psychology); DATA envelopment analysis; MARKETING executives; MARKET leaders
- Publication
SCMS Journal of Indian Management, 2023, Vol 20, Issue 3, p20
- ISSN
0973-3167
- Publication type
Article