MORGAN, Neil A. <br/><br/>
Market orientation, marketing capabilities, and firm performance 

 - Bognor Regis :  Wiley-Blackwell,  August 2009 
<br/><br/> 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.