市场导向
业务
营销
样品(材料)
动态能力
占有(语言学)
产业组织
补充资产
基于资源的视图
资源(消歧)
方向(向量空间)
竞争优势
计算机科学
语言学
色谱法
哲学
数学
计算机网络
化学
几何学
作者
Neil A. Morgan,Douglas W. Vorhies,Charlotte H. Mason
摘要
Abstract Drawing on traditional resource‐based theory and its recent dynamic capabilities theory extensions, we examine both the possession of a market orientation and the marketing capabilities through which resources are deployed into the marketplace as drivers of firm performance in a cross‐industry sample. Our findings indicate that market orientation and marketing capabilities are complementary assets that contribute to superior firm performance. We also find that market orientation has a direct effect on firms' return on assets (ROA), and that marketing capabilities directly impact both ROA and perceived firm performance. Copyright © 2009 John Wiley & Sons, Ltd.
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