Performance implications of market orientation, marketing resources, and marketing capabilities

被引：66
|
作者：
Ngo, Liem [1 ]
O'Cass, Aron [2 ]
机构：
[1] Univ New South Wales, Australian Sch Business, Mkt, Sydney, NSW, Australia
[2] Univ Tasmania, Fac Business, Sch Management, Mkt, Hobart, Tas, Australia
来源：
JOURNAL OF MARKETING MANAGEMENT | 2012年 / 28卷 / 1-2期
关键词：
market orientation; marketing resources; marketing capabilities; competitive capability theory;
D O I：
10.1080/0267257X.2011.621443
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Drawing on the competitive capability theory, this paper examines how market orientation, marketing resources, and marketing capabilities contribute to firm performance. The empirical results show that being market oriented influences the level of marketing resources firms possess and the capability to deploy such resources. The findings show marketing resources and marketing capabilities are significant drivers of firm performance, and their impact is greater when they are complementary to each other.
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页码：173 / 187
页数：15
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