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The contingent value of marketing and social networking capabilities in firm performance


Heirati, N and O'Cass, A and Ngo, L, The contingent value of marketing and social networking capabilities in firm performance, Journal of Strategic Marketing, 21, (1) pp. 82-98. ISSN 0965-254X (2013) [Refereed Article]

Copyright Statement

Copyright 2013 Taylor & Francis

DOI: doi:10.1080/0965254X.2012.742130


Recent research shows a continued interest by scholars in understanding the extent that firms develop and deploy marketing capability in an effort to enhance their market- and financial-based performance. In conjunction with the marketing literature, relational governance scholars suggest that social networks can provide access resources and knowledge required to perform business activities which assist in achieving performance objectives. Yet, the literature is almost silent about the extent that social networks assist market-oriented firms in their efforts to develop superior marketing capability to enhance performance. The findings from a survey of 160 firms in an emerging Middle Eastern economy show that market-oriented firms are better at developing and deploying marketing capability when the levels of business, political, and academic ties are high.

Item Details

Item Type:Refereed Article
Keywords:social networking capabilities, relational governance, marketing capability, firm performance, emerging economy
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:87408
Year Published:2013
Deposited By:Management
Deposited On:2013-11-14
Last Modified:2018-03-08

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