Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 40, Issue 3, Pages 368-375Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2010.08.005
Keywords
B2B marketing strategy; Marketing capabilities; Support capabilities; Branding; Innovation
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The study provides a new perspective on SME marketing strategies in the B2B context. Using a resource-based view of the firm, the study develops a structural model linking marketing capabilities and marketing performance. A study of 367 SME Australian firms reveals that two key marketing capabilities, namely branding and innovation, have major performance outcomes in the SME B2B context. This is the first SME study to evaluate concurrently the contribution of innovation and branding marketing capabilities, with innovation capability the strongest determinant of SME performance. The study also finds market orientation and management capability act as enabling mechanisms for building marketing capabilities. Disaggregation tests indicate that the same findings apply to three size categories denoting micro firms (less than 20 staff), small firms (20-99 staff) and medium-sized firms (100-499 staff). (C) 2010 Elsevier Inc. All rights reserved.
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