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Market Orientation, Marketing Capabilities, and Firm Performance

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... Full description

1st Person: Morgan, Neil A.
Additional Persons: Vorhies, Douglas W. verfasserin; Mason, Charlotte H. verfasserin
Source: in Strategic management journal Vol. 30, No. 8 (2009), p. 909-920
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Type of Publication: Article
Language: English
Published: 2009
Keywords: research-article
marketing capabilities
market orientation
firm performance
Online: Volltext
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