Purpose

The purpose of this paper is to investigate the perception of marketing managers in a transition country Montenegro with regards to marketing metrics. The paper examines the degree in which managers are familiar with the way marketing metrics are applied and how important they are in the process of making business decisions in a company operating in a Montenegro.

Design/methodology/approach

Data was collected during 2020 through a survey of 171 randomly selected companies and was analyzed using structural equation model and the statistical method of analysis of variance tests.

Findings

The obtained results show that managers are quite familiar with financial and non-financial metrics. Both groups are applied to a significant degree, as managers believe that these indicators provide valuable information needed during the decision-making process. Still, more emphasis is placed on the knowledge, implementation and importance of non-financial metrics compared to financial metrics. This is probably due to the specificities of the economic activities of the companies operating in Montenegro, as most of them are service companies, which is why non-financial metrics (such as consumer metrics) are the most important indicators when it comes to ascertaining the market position of the company. Additionally, in recent years the primary focus in Montenegro, as country that is still in the process of transformation from planned economy to a free-market form, has been placed on strengthening of competitiveness and advancing the market orientation of companies. This led to an increase in the importance that managers in transition countries attach to non-financial metrics.

Research limitations/implications

The fact that the survey only covers companies from one country is its limitation.

Practical implications

The obtained results will have a significant empirical contribution, which is reflected in providing guidelines for managers on how to improve the system of measuring and controlling marketing performance, all that to strengthen the competitiveness of the company, and can serve managers of hierarchy levels in a company as guidelines for making decisions on the implementation of marketing strategy and marketing metrics, to improve business performance, multi-context customer interaction, cost-saving and strengthen competitiveness.

Social implications

Obtaining necessary knowledge management and implementing marketing metrics are important conditions for consideration when it comes to the continuous monitoring and improvement of business results, increasing competitiveness and advancing the market position of the company.

Originality/value

The originality stems from the analysis of the interconnection that exists between marketing metrics and strategic decision-making, which is expected to be positively reflected in the development of society, i.e. strengthening the competitiveness of companies based on knowledge management achieved through the assessment of the degree of knowledge, the implementation and the significance of each of the metrics covered within this research in business decision-making processes. The paper provides insights into the extent to which managers understand the meaning of these indicators and are able to combine different marketing metrics to obtain more complex indicators, serving as necessary inputs when making strategic business decisions.

中文翻译：

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战略业务决策：营销指标和知识管理的使用和相关性

目的

本文的目的是调查转型国家黑山的营销经理对营销指标的看法。该论文考察了管理人员对营销指标应用方式的熟悉程度，以及这些指标在黑山运营公司的业务决策过程中的重要性。

设计/方法/方法

2020 年数据是通过对 171 家随机选择的公司的调查收集的，并使用结构方程模型和方差检验分析的统计方法进行分析。

发现

获得的结果表明，管理者对财务和非财务指标非常熟悉。两组都在很大程度上得到应用，因​​为管理人员认为这些指标提供了决策过程中所需的有价值的信息。尽管如此，与财务指标相比，更强调的是非财务指标的知识、实施和重要性。这可能是由于在黑山经营的公司的经济活动的特殊性，因为它们中的大多数是服务公司，这就是为什么在确定公司的市场地位。此外，近年来主要关注黑山，作为尚处于从计划经济向自由市场转型过程中的国家，一直致力于增强竞争力，推进企业市场化。这导致转型国家的管理人员更加重视非财务指标。

研究限制/影响

该调查仅涵盖来自一个国家的公司这一事实是其局限性。

实际影响

所得结果将具有显着的实证贡献，体现在为管理者如何完善营销绩效测控体系提供指导，增强公司竞争力，为各级管理者服务。公司作为制定营销战略和营销指标实施决策的指导方针，以提高业务绩效、多情景客户互动、节约成本和增强竞争力。

社会影响

获得必要的知识管理和实施营销指标是持续监控和改进业务成果、提高竞争力和提升公司市场地位时需要考虑的重要条件。

原创性/价值

独创性源于对营销指标和战略决策之间存在的相互联系的分析，这有望在社会的发展中得到积极的反映，即通过学位评估实现的基于知识管理的企业竞争力增强本研究中涵盖的每个指标在业务决策过程中的知识、实施和重要性。该论文深入探讨了管理者在多大程度上理解这些指标的含义，并能够结合不同的营销指标来获得更复杂的指标，作为制定战略业务决策时的必要输入。