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| Author: | Morgan, N. A. Vorhies, D. W. Mason, C. H. |
| Title: | Market orientation, marketing capabilities, and firm performance |
| Journal: | Strategic Management Journal
2009 : AUG, VOL. 30:8 p. 909-920 |
| Index terms: | market orientation marketing strategy asset management competitive advantage strategic planning organizational structure resource management |
| Language: | eng |
| Abstract: | This paper examines the possession of market orientation and the marketing capabilities through which resources are deployed into the marketplace as drivers of firm performance in a cross-industry sample. It draws on traditional resource-based theory and its recent dynamic capabilities theory extensions. Results indicate market orientation and marketing capabilities being compelentary assets contributing to superior firm performance. Market orientation, moreover, seems to have a direct effect on firms' return on assets (ROA). Marketing capabilities, also, impact directly both ROA and perceived firm performance. |
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