What Do Companies Do When They Do Marketing? A Cluster Analysis
The work-in-progress paper builds on literature discussing which activities can be considered as marketing activities. Its purpose is to identify to what extent companies have a homogeneous view of marketing activities or whether there is variance in their interpretations of the area. The authors use cluster analysis to examine a sample of 203 companies and to verify the level of homogeneity or heterogeneity in companies' interpretation of marketing activities. The cluster analysis permits identifying three large clusters of marketing activity perspectives.