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Performance implications of market orientation, marketing resources, and marketing capabilities
journal contribution
posted on 2023-05-17, 11:25 authored by Ngo, LV, O'Cass, ADrawing 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.
History
Publication title
Journal of Marketing ManagementVolume
28Issue
1-2Pagination
173-187ISSN
0267-257XDepartment/School
TSBEPublisher
RoutledgePlace of publication
UKRights statement
Copyright 2011 Westburn Publishers Ltd.Repository Status
- Restricted