Journal
JOURNAL OF BUSINESS RESEARCH
Volume 69, Issue 12, Pages 5597-5610Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2016.03.067
Keywords
Resource-advantage theory; Marketing capabilities; Firm performance; Organisational power; Market orientation; Marketing strategy
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This study extends original insights of resource-advantage theory (Hunt & Morgan, 1995) to a specific analysis of the moderators of the capabilities-performance relationship such as market orientation, marketing strategy and organisational power. Using established measures and a representative sample of UK firms drawn from Verhoef and Leeflang's data (2009), our study tests new hypotheses to explain how different types of marketing capabilities contribute to firm performance. The application of resource-advantage theory advances theorising on both marketing and organisational antecedents of firm performance and the causal mechanisms by which competitive advantage is generated. (C) 2016 Elsevier Inc All rights reserved.
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