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

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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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Keywords: competitive capability theory; market orientation; marketing capabilities; marketing resources

Document Type: Research Article

Affiliations: 1: The University of New South Wales, Australia 2: University of Tasmania, Australia

Publication date: 2012-02-01

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