Examining the effects of sales and marketing on performance: An exploratory study of the timeshare industry

The timeshare industry has relied heavily on costly traditional sales and marketing tactics that are extremely labor intensive and consume considerable time and resources. It remains controversial whether conventional sales and marketing strategies are effective in improving firm performance, presenting one of the greatest challenges the timeshare industry is facing. However, while limited research on timeshare is available, there is no scholastic literature discussing this important issue. This study aims to fill this research gap by developing an integrated model to analyze the interrelationships between capital investment, sales and marketing expenses, and performance in the timeshare industry. Findings of this study provide distinct empirical evidence emphasizing the importance of efficient timeshare sales and marketing strategies in contributing to healthy and sustainable growth.