期刊
INDUSTRIAL MARKETING MANAGEMENT
卷 39, 期 1, 页码 150-160出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2008.05.002
关键词
Marketing capabilities; Benchmarking; Data envelopment analysis; Stochastic frontier analysis; Dealership network
The role of marketing capabilities as a source of sustainable competitive advantage has been discussed previously in the marketing strategy field. Benchmarking, a well-known learning mechanism, is suggested as a tool to identify and improve the marketing capabilities of a firm. Despite its popularity as a theoretical concept, there is not much empirical evidence to support the view of benchmarking marketing capabilities as a route to guide managers' efforts in this direction. This paper contributes to the three perspectives in the literature that support the view that benchmarking marketing capabilities can offer a basis for sustainable competitive advantage of the firm through both a conceptual and integrated benchmarking model. They are empirically analyzed using stochastic frontier and data envelopment analysis methods based on four-year data set of forty-five dealers of a leading business-to-business supplier. The results indicate the importance of competent salespeople and building a long-term relationship in enhancing dealer performance. In addition, they reinforce a recipe of how marketing capabilities can be benchmarked to achieve sustainable competitive advantage. Discussions and implications for managers are also presented. (C) 2008 Elsevier Inc. All rights reserved.
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