Market orientation,marketing capabilities,and firm performance |
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| Authors: | Neil A. Morgan Douglas W. Vorhies Charlotte H. Mason |
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| Affiliation: | 1. Kelley School of Business, Indiana University, Bloomington, Indiana, U.S.A.;2. School of Business Administration, University of Mississippi, Mississippi, U.S.A.;3. Terry College of Business, University of Georgia, Athens, Georgia, U.S.A. |
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| Abstract: | Drawing on traditional resource‐based theory and its recent dynamic capabilities theory extensions, we examine both the possession of a market orientation and the marketing capabilities through which resources are deployed into the marketplace as drivers of firm performance in a cross‐industry sample. Our findings indicate that market orientation and marketing capabilities are complementary assets that contribute to superior firm performance. We also find that market orientation has a direct effect on firms' return on assets (ROA), and that marketing capabilities directly impact both ROA and perceived firm performance. Copyright © 2009 John Wiley & Sons, Ltd. |
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| Keywords: | marketing capabilities market orientation firm performance |
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