Exploring Effects of Marketing on Corporate Performance of a Public Company in an Emerging MarketDownload PDF
Applying the marketing ethics framework, we explore the effect of marketing ethics on corporate performance of a public company in emerging market. Specifically, the paper explores marketing ethics on corporate performance of Kenya Power Company in Western Kenya. To achieve this a sample of 225 respondents drawn from Kakamega, Bungoma and Webuye branches of Kenya Power Company is used to provide data. A survey design, which describes existing, observed phenomena and also established casual relationship was applied. Regression analysis among the variables is conducted to statistically test the hypotheses. The findings of marketing ethics on corporate performance of public company gave a strong positive coefficient. The paper concludes that marketing ethics strongly affect corporate performance of public company in Kenya. On the basis of these findings, the paper recommends that managers of public companies as well as pro marketing ethics scholars and policy markers should understand the effect of marketing ethics on corporate companies in emerging markets.
Keywords: Marketing Ethics, Corporate Performance, public company, emerging market