The application of performance measures in the UK retail sector: an exploratory analysis

Ellis-Chadwick, Fiona; Gunawan, George and King, Malcolm (2007). The application of performance measures in the UK retail sector: an exploratory analysis. In: 'Flexible Marketing in an Unpredictable World, 36th EMAC Conference,, 22-25 May 2007, Reykjavik, Iceland,.

Abstract

Abstract: An empirical investigation of the use of performance measurement by small and medium sized online retailers in the UK. The purpose of the study is to investigate type and range of performance measures applied and extent to which measures are likely to affect business performance and strategy development. The key findings are that whilst a good range of measures are applied, the measures are more likely to be used for checking strategy implementation rather than strategy formulation or for informing corrective action to ensure longer term strategic success. Further work is required to explore relationships between strategy and business performance.

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