Market orientation, marketing capabilities, and firm performance
By: MORGAN, Neil A
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Contributor(s): VORSHIES, Douglas W
| MASON, Charlotte H
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Material type: ![materialTypeLabel](/opac-tmpl/lib/famfamfam/AR.png)
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.
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