search query: @author Spillan, J. / total: 2
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| Author: | Spillan, J. Parnell, J. |
| Title: | Marketing resources and firm performance among SMEs |
| Journal: | European Management Journal
2006 : APR-JUN, VOL 24:2-3, p. 236-245 |
| Index terms: | marketing strategy culture customers company performance organizational performance resources small and medium-sized enterprises (smes) |
| Language: | eng |
| Abstract: | The resource-based view of companies claims that organizational performance is based on strategically relevant resources. This article discusses the connection between seven marketing resources associated with customer orientation and performance. The findings indicate that two resources - a customer orientation philosophy and a structure supporting coordination among departments and divisions - are most critical in fostering superior organizational performance. |
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