Leveraging firm-level marketing capabilities with marketing employee development

Non-linear relationship between industrial service offering and sales growth: The moderating role of network capabilities

“…Although rarely referenced directly in the context of industrial services, the enabling effects of network capabilities have been demonstrated in prior studies on new product development, innovation and innovation success (Capaldo, 2007;Ritter & Gemünden, 2004;Theoharakis et al, 2009), long-term orientation (Jiang et al, 2011), joint alliance success (Lambe, Spekman, & Hunt, 2002), partnership performance (Kohtamäki et al, 2013;Phan, Styles, & Patterson, 2005), alliance financial performance (Wittmann et al, 2009), customer value (Kim & Kim, 2009), customer satisfaction (Kim & Kim, 2009;Orr, Bush, & Vorhies, 2011), customer loyalty (Kim & Kim, 2009), customer equity (Kim & Kim, 2009), network status (Schreiner et al, 2009), business performance (Smirnova et al, 2011), the abnormal stock returns of companies (Kale, Dyer, & Singh, 2002;Swaminathan & Moorman, 2009), and financial performance (Orr et al, 2011;Wales et al). However, there is relatively little evidence regarding any specific outcome because only a few empirical studies can be found for each outcome.…”

Integrated Marketing Communication Capability and Brand Performance

“…This deployment requires the conversion of resources and assets into outcomes via capabilities (Grant 1991;Madhavaram and Hunt 2008;Prahalad and Hamel 1990). In recent years a number of studies have utilized the RBV approach to examine the value of marketing related capabilities (Finney, Lueg, and Campbell 2008;Morgan, Vorhies, and Mason 2009;Nath, Nachiappan, and Ramanathan 2010;Ngo and O'Cass 2009;O'Cass and Weerawardena 2010;Orr, Bush, and Vorhies 2011). Marketing capabilities are integrative processes designed to apply the collective knowledge, skills, and resources of the firm to the market-related needs of the business, adding value to goods and services in meeting competitive demands (Day 1994;O'Cass and Weerawardena 2009).…”

“…The RBV (Barney 1991;Grant 1991;Orr, Bush, and Vorhies 2011) provides an appropriate framework to examine the scope of IMC's impact on brand performance. Further, the study confirms its influence on both brand communication campaign effectiveness and a brand's market-based performance.…”

Duygusal Yetenek ile Pazarlama Yeteneği Arasındaki İlişkiler ve İşletme Performansına Etkileri - The Relationships Among The Emotional and Marketing Capabilities, and Their Impact On Business Performance

“…For the customer knowledge and relations were derived four questions from Wang et al (2004) and two from Orr et al (2011). For the competitor knowledge were adopted four questions each from Wang et al (2004) and Vorhies et al (2011).…”