Journal
STRATEGIC MANAGEMENT JOURNAL
Volume 30, Issue 8, Pages 909-920Publisher
WILEY
DOI: 10.1002/smj.764
Keywords
marketing capabilities; market orientation; firm performance
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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 (C) 2009 John Wiley & Sons, Ltd.
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