Market orientation, marketing capabilities, and firm performance

Strategic Management Journal - Tập 30 Số 8 - Trang 909-920 - 2009
Neil A. Morgan1, Douglas W. Vorhies2, Charlotte H. Mason3
1Kelley School of Business Indiana University Bloomington, Indiana U.S.A.
2School of Business Administration, University of Mississippi, Mississippi, U.S.A.
3Terry College of Business, University of Georgia, Athens, Georgia, U.S.A.

Tóm tắt

AbstractDrawing 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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Thông tin
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Strategic Management Journal

Tập 30 Số 8

909-920

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