Performance implications of market orientation,marketing resources,and marketing capabilities |
| |
| Authors: | Liem Viet Ngo Aron O'Cass |
| |
| Institution: | 1. The University of New South Wales , Australia liem.ngo@unsw.edu.au;3. University of Tasmania , Australia |
| |
| Abstract: | 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. |
| |
| Keywords: | market orientation marketing resources marketing capabilities competitive capability theory |
|
|
