- 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
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