MARKET ORIENTATION, MARKETING CAPABILITIES, AND FIRM PERFORMANCE

被引：866
|
作者：
Morgan, Neil A. [1 ]
Vorhies, Douglas W. [2 ]
Mason, Charlotte H. [3 ]
机构：
[1] Indiana Univ, Kelley Sch Business, Bloomington, IN 47405 USA
[2] Univ Mississippi, Sch Business Adm, University, MS 38677 USA
[3] Univ Georgia, Terry Coll Business, Athens, GA 30602 USA
来源：
STRATEGIC MANAGEMENT JOURNAL | 2009年 / 30卷 / 08期
关键词：
marketing capabilities; market orientation; firm performance; RESOURCE-BASED VIEW; DYNAMIC CAPABILITIES; KNOWLEDGE; STRATEGY; ANTECEDENTS; CONSTRUCT; IMPACT; MATTER;
D O I：
10.1002/smj.764
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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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页码：909 / 920
页数：12
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