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Performance implications of market orientation, marketing resources, and marketing capabilities

Citation

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 1472-1376 (2012) [Refereed Article]


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Copyright Statement

Copyright 2011 Westburn Publishers Ltd.

DOI: doi:10.1080/0267257X.2011.621443

Abstract

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 Details

Item Type:Refereed Article
Keywords:market orientation, marketing resources, marketing capabilities, competitive capability theory
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Management (incl. Strategy and Customer Relations)
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:O'Cass, A (Professor Aron O'Cass)
ID Code:77277
Year Published:2012
Deposited By:Management
Deposited On:2012-03-23
Last Modified:2013-03-27
Downloads:6 View Download Statistics

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