Results 261 to 270 of about 468,283 (304)
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Marketing and bankruptcy risk: the role of marketing capabilities
Journal of Strategic Marketing, 2022Research has demonstrated the role of marketing actions and assets in reducing bankruptcy risk. However, firms with strong marketing assets and robust marketing budgets also fall prey to bankruptcy. Therefore, the sheer magnitude of marketing expenses and mere possession of marketing assets do not fully account for the variation in bankruptcy risk.
Bhattacharya, Abhi +2 more
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Digital marketing capability: the mystery of business capabilities
Marketing Intelligence & Planning, 2022Purpose This study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level. Design/methodology/approach The study utilizes categorization and ...
Darlin Apasrawirote +2 more
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Technology capabilities, marketing capabilities and innovation ambidexterity
Technology Analysis & Strategic Management, 2016ABSTRACTLinking the literature of resource-based view (RBV) with ambidexterity, we construct an integrative framework of technology capabilities, marketing capabilities, innovation ambidexterity, and organisational performance. Using data from a sample of 190 Chinese hospitals, we find that both technology capabilities and marketing capabilities have ...
Jinjuan Zang, Yuan Li
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Market orientation, marketing capabilities, and firm performance
Strategic Management Journal, 2009Abstract 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.
Neil A. Morgan +2 more
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Market orientation, marketing capabilities and sustainable innovation
Management Research Review, 2017PurposeThis study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators.Design/methodology/approachThe data for this study were collected by administering a survey, and
Shampy Kamboj, Zillur Rahman
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"Technological Capabilities, Marketing Capabilities and Innovation Ambidexterity"
Academy of Management Proceedings, 2015Linking the literatures of resource based view and ambidexterity together, we construct an integrative framework of technological capabilities, marketing capabilities, innovation ambidexterity and ...
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AI in Marketing Education: Capabilities required of Marketers today
IU Discussion Papers Marketing und KommunikationThis research explores the transformative impact of Artificial Intelligence (AI) on marketing education. The study emphasizes the necessity for marketing students to acquire skills that enable them to effectively utilize AI throughout the marketing management process.
Weege, Maria, Zweigle, Tanja
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Market-Sensing and Market-Reaching Capabilities
2023Jeffrey Yi-Lin Forrest +7 more
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Closing the Marketing Capabilities Gap
Journal of Marketing, 2011Marketers are being challenged by a deluge of data that is well beyond the capacity of their organizations to comprehend and use. Their strategies are not keeping up with the disruptive effects of technology-empowered customers; the proliferation of media, channel, and customer contact points; or the possibilities for microsegmentation.
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