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Marketing Strategy and Performance: A Neural Network Typology

  • Paul A Phillips
  • Fiona M Davies
  • Luiz Moutinho
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

This paper uses a neural network to analyse the type(s) of strategy best followed by managers wishing to improve performance. Insights are also gained into the input variables that had the most impact on performance, and the conjunctions of factors that impact performance. For illustrative purposes the analysis is performed on the hospitality sector, using data collected from 100 hotel units located in the UK.

Keywords

Neural Network Business School Illustrative Purpose Marketing Strategy Hospitality Sector 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Paul A Phillips
    • 1
  • Fiona M Davies
    • 1
  • Luiz Moutinho
    • 2
  1. 1.Cardiff Business SchoolNewarkUSA
  2. 2.University of Glasgow Business SchoolNewarkUSA

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