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Examining the marketing planning–marketing capability interface and customer-centric performance in SMEs

Abstract Managers face a constant challenge to develop specific capabilities that will assist them to deploy resources which provide positional advantages in an effort to...

In Search of Innovation and Customer-related Performance Superiority

Abstract Understanding the mechanisms through which firms realize the value of their market-based knowledge resources such as market orientation is a central interest of innovation...

Relationship marketing in Vietnam – An empirical study

Purpose The purpose of this paper is to answer two research questions: does relationship marketing orientation (RMO) have an impact on customer satisfaction; and do...

Creating superior customer value for B2B firms through supplier firm capabilities

Abstract In a dynamic global business-to-business (B2B) environment, innovation and marketing appear crucial to providing supplier firms' positional advantage through the ability to create value...

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...

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