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

Liem Viet Ngo, Aron O'Cass

Research output: Contribution to journalArticlepeer-review

56 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)173-187
Number of pages15
JournalJournal of Marketing Management
Volume28
Issue number1-2
DOIs
Publication statusPublished - Feb 2012
Externally publishedYes

Keywords

  • competitive capability theory
  • market orientation
  • marketing capabilities
  • marketing resources

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