Monthly Archives: November, 2011
Performance implications of market orientation, marketing resources, and marketing capabilities
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...
Winning through innovation and marketing
Abstract
We examine the role of innovation and marketing, two functional capabilities that have the capacity to play a major role in creating superior marketplace...
The relationship between business orientations and brand performance
Purpose
The purpose of this paper is to adopt a customer‐centric value creation perspective to provide insights into the contribution of business orientations, especially marketing...
Examining the Firm’s Value Creation Process
Abstract
The primary pursuit of any business is to understand what customers value and to create that value for them. While customers are the final...
