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Performance implications of market orientation, marketing resources, and marketing capabilities
Ngo, LV and O'Cass, A, Performance implications of market orientation, marketing resources, and marketing capabilities, Journal of Marketing Management, 28, (1-2) pp. 173-187. ISSN 0267-257X (2012) [Refereed Article]
Copyright 2011 Westburn Publishers Ltd.
Drawing on the competitive capability theory, this paper examines how market orientation, marketing resources, and marketing capabilities contribute to firm performance. The empirical results show that being market oriented influences the level of marketing resources firms possess and the capability to deploy such resources. The findings show marketing resources and marketing capabilities are significant drivers of firm performance, and their impact is greater when they are complementary to each other.
|Item Type:||Refereed Article|
|Keywords:||market orientation, marketing resources, marketing capabilities, competitive capability theory|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Field:||Marketing management (incl. strategy and customer relations)|
|Objective Division:||Economic Framework|
|Objective Group:||Management and productivity|
|UTAS Author:||O'Cass, A (Professor Aron O'Cass)|
|Downloads:||6 View Download Statistics|
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