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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 0267-257X (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 |
| UTAS Author: | O'Cass, A (Professor Aron O'Cass) |
| ID Code: | 77277 |
| Year Published: | 2012 |
| Deposited By: | Management |
| Deposited On: | 2012-03-23 |
| Last Modified: | 2021-07-06 |
| Downloads: | 6 View Download Statistics |
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