Title | Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power |
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Type | Journal article |
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Authors | Cacciolatti, L. and Lee Soo, H. |
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Abstract | This paper extends original insights of resource-advantage theory (Hunt & Morgan, 1995) to a specific analysis of the moderators of the capabilities-performance relationship such as market orientation, marketing strategy and organizational power. Using established measures and a representative sample of UK firms drawn from Verhoef and Leeflang’s data (2009), our study tests new hypotheses to explain how different types of marketing capabilities contribute to firm performance. The application of resource-advantage theory advances theorising on both marketing and organisational antecedents of firm performance and the causal mechanisms by which competitive advantage is generated. |
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Keywords | resource-advantage theory, marketing capabilities, firm performance, organisational power, market orientation, marketing strategy. |
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Journal | Journal of Business Research |
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Journal citation | 69 (12), pp. 5597-5610 |
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ISSN | 0148-2963 |
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Year | 2016 |
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Publisher | Elsevier |
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Accepted author manuscript | |
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Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2016.03.067 |
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Publication dates |
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Published online | 06 Jun 2016 |
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Published | 06 Jun 2016 |
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