Impact of Market Development Indicators on Company Performance

The purpose of this article is to measure the impact of market development indicators on company performance, according to the perception of decision-making agents in two nonalcoholic beverages companies. The article was developed according to the application of two research instruments aimed at experts and decision-making agents in the market development area. The first research instrument was used to validate a theoretical model of market development stages and indicators. The second instrument was used to identify the impact of the indicators. MONNA software performed the calculation of the impact of the indicators on the performance of two nonalcoholic beverages companies. The results showed the impact of the indicators according to stages that represent a chronological order of the market development process. The results identify the relationship between indicators present in different stages of market development. Among the main contributions, the article demonstrates the purpose of the indicators, identifying their impact on company performance. The article contributes to a theme of relevance to the scientific literature and its results generate knowledge for researchers to develop future studies. The contributions of the article stimulate how company managers can direct their activities toward optimizing the most impactful market development indicators.