Marketing Capabilities and Firm Performance: A Hierarchical Model

Journal of Market-Focused Management - Tập 4 - Trang 259-278 - 1999
Graham Hooley1, John Fahy2, Tony Cox3, Jozsef Beracs4, Krzysztof Fonfara5, Boris Snoj6
1Aston Business School, Aston University, United Kingdom
2Limerick University, Ireland
3Aston Business School, United Kingdom
4Budapest University of Economic Sciences, Budapest, Hungary
5Wielkopolska Business School, University of Poznan, Poznan, Poland
6Maribor, Slovenia

Tóm tắt

The resource based theory of the firm (RBV) is briefly reviewed together with its recent application in the marketing literature. Significant contributions by Webster (1992) and Day (1994) are identified and an integration of the two presented as a hierarchical model of marketing capabilities. Three research propositions concerning the relationships between marketing capabilities and performance are developed and tested empirically in the transition economies of central and eastern Europe. In line with expectations from the theory of the RBV, higher order marketing capabilities are seen to be more important than operational capabilities in explaining superior competitive performance. The overall model is shown to be a helpful conceptualization of marketing capabilities and a number of issues for further research are identified.

Tài liệu tham khảo

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