Evidence within the marketing literature has shown that marketing capabilities are important drivers of firm performance. However, very little is known about how firms improve their marketing capabilities via the embedding of new market knowledge. Organizational learning theory provides us with a theoretical lens through which we can examine how existing customer-focused marketing capabilities may be improved and new customer-focused marketing capabilities may be created via marketing exploitation and exploration capabilities. In addition, this study investigates whether ambidexterity in marketing exploration and exploitation exists and finds that firms cannot do both at high levels without risking a negative impact on customer-focused marketing capabilities. This study also presents findings demonstrating how improving the two customer-focused marketing capabilities in our study, brand management and customer relationship management, impacts objective financial performance.

This paper develops a scale to explore the symbolic meanings of money. Individual differences in the meanings and uses of money represent a fundamental issue in marketing, potentially influencing a wide variety of behaviors. Four dimensions were found based on a literature review and subsequent testing. Achievement and status, respectively, examine the extent that an individual perceives money as a marker of accomplishment or prestige. Worry examines the extent that a person feels anxious about money, whereas security examines the extent that an individual values money as a means of protection from an uncertain future. These dimensions are theoretically grounded, empirically tested, and potentially serve as a bridge between more general personal values and more specific consumer behaviors.

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sales technology, monitoring systems, codes of ethics, ethical climate,