Market orientation, marketing capabilities, and firm performance
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 © 2009 John Wiley & Sons, Ltd.
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James C. Anderson, David W. Gerbing
Jay Barney
George S. Day
Kathleen M. Eisenhardt, Jeffrey A. Martin
Robert M. Grant
G. Tomas M. Hult, David J. Ketchen
Bernard J. Jaworski, Ajay K. Kohli
Ahmet H. Kirca, Satish Jayachandran, William O. Bearden
Richard Makadok
Scott L. Newbert
David J. Teece
David J. Teece, Gary Pisano, Amy Shuen
Douglas W. Vorhies, Neil A. Morgan
- Published
- Mar 17, 2009
- Vol/Issue
- 30(8)
- Pages
- 909-920
- License
- View
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