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.

引用

页码：909 / 920

页数：12

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