Exploring marketing effectiveness via market orientation, resource possession and marketing capability

Title: Exploring marketing effectiveness via market orientation, resource possession and marketing capability
Creator: Ngo, Liem; O'Cass, Aron
Relation: Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)
Relation: http://www.duplication.net.au/ANZMAC09/Menu.html
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Resource Type: conference paper
Date: 2009
Description: This paper focuses specifically on marketing resource possession, and marketing capability deployment within the broader theoretical domain of resource based theory. We argue that “possession of valuable resources” (resource-possession) does not fully explain economic rent differentials between firms. Instead, the effect that resource-possession has on economic rent depends on “what firms do with their resources” (capability-deployment). This contention is tested by examining the relationship between market orientation (MO), marketing resource possession, marketing resource deployment, and marketing effectiveness.
Subject: RBV; marketing resources; marketing capabilities; market orientation
Identifier: http://hdl.handle.net/1959.13/920364
Identifier: uon:9136
Identifier: ISBN:1863081585
Language: eng
Full Text
Reviewed

		Thumbnail	File	Description	Size	Format
View Details Download			ATTACHMENT01	Publisher version (open access)	78 KB	Adobe Acrobat PDF	View Details Download