Analysis on Marketing Ability and Financial Performance in Internet Company

This paper measures marketing ability and financial performance and examines what cause the overall operations inefficiency based on the operational process decomposition. The empirical research on e-portal and e-commerce company show that e-portal company has better marketing ability while e-commer...

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Bibliographic Details
Published in2015 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology (WI-IAT) Vol. 3; pp. 52 - 55
Main Authors Zhuofan Yang, Yong Shi
Format Conference Proceeding
LanguageEnglish
Published IEEE 01.12.2015
Subjects
Analytical models
Companies
Couplings
data envelopment analysis
Data models
e-commerce
Internet
marketing
NEBM
Portals
Social network services
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Summary:This paper measures marketing ability and financial performance and examines what cause the overall operations inefficiency based on the operational process decomposition. The empirical research on e-portal and e-commerce company show that e-portal company has better marketing ability while e-commerce firm has better financial performance. For e-commerce company, it is marketing ability conversion inefficiency to lead to the overall operations inefficiency. In contrast, for e-portal company, lower financial performance conversion efficiency causes the overall operations inefficiency.
DOI:10.1109/WI-IAT.2015.50