MARKET ORIENTATION, MARKETING CAPABILITIES, AND FIRM PERFORMANCE

• 成果类型: Article
• 署名作者: Morgan, Neil A.; Vorhies, Douglas W.; Mason, Charlotte H.
• 署名单位: Indiana University System; Indiana University Bloomington; IU Kelley School of Business; University of Mississippi; University System of Georgia; University of Georgia
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.764
• 发表日期: 2009
• 页码: 909-920
• 关键词: marketing capabilities; Market orientation; firm performance

摘要

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. 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 (C) 2009 John Wiley & Sons, Ltd.