Results 261 to 270 of about 32,500 (301)
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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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Developing marketing capabilities for customer value creation through Marketing–Sales integration
Industrial Marketing Management, 2006 The capacity to create superior customer value stems from the marketing capabilities a company possesses. A considerable body of research has indicated that market oriented companies have distinctive marketing capabilities which lead to superior ...
Paolo Guenzi, Gabriele Troilo
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Big Data, Marketing Analytics, and Firm Marketing Capabilities
Journal of Computer Information Systems, 2021While big data, marketing analytics, and firm marketing capabilities are all potential drivers of competitive advantage, there is limited research that investigates the interrelationship between th...
Guangming Cao, Na Tian, Charles Blankson
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Dynamic Capability and Firm Performance: The Role of Marketing Capability and Operations Capability
IEEE Transactions on Engineering Management, 2017Scholars have argued that dynamic capability can influence firm performance through a variety of means and mechanisms. However, the empirical test of the relationship between dynamic capability, marketing capability, and operations capability on firm performance has remained scant.
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Innovation Orientation, Marketing Capability, Dynamic Capability, and Performance
2021Abstract Regardless of its relevance for economic development, the influence of strategic orientation by innovation orientation, and strategic marketing by marketing capability on firm performance, this interesting study focused on firms with strategic industries (defense and security) in Indonesia. It approached the gap in three ways.
Bahrun Borahima +3 more
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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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Towards the Development of an Agile Marketing Capability
2018This study aims to explore the key theoretical foundations for the development of an Agile Marketing Capability (AMC) framework, through the performance of an in-depth literature review on IT and dynamic marketing capabilities. Our framework enables us to (1) advance the understanding of how IT and dynamic marketing capabilities evolve into agile ...
Moi, Ludovica +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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