Antecedents and consequences of marketing audits: Empirical evidence from Taiwanese firms

The purpose of this study is to develop and test a model of antecedents and consequences for marketing audits (MAs). The research used a mail survey and a partial least square (PLS) method to test the hypotheses. Drawing on a sample of Taiwanese firms, the results show that (a) a greater environmental munificence indicates that less MAs are implemented, (b) a proactive business strategy contributes significantly to the implementation of MAs, (c) MAs can contribute significantly to marketing performance, and (d) MAs mediate the relationship between environmental factors and marketing performance.