Marketing Capability in Strategy Research: Definitions, Operationalizations and a Research Agenda

Thomas Ritter, Andreas Philipp Distel

    Publikation: KonferencebidragPaperForskningpeer review

    Abstrakt

    Following the call for a demand-side perspective of strategic management (e.g., Priem et al., 2012), a firm’s marketing capability, i.e. its ability to interact with down-stream stakeholders, becomes a pivotal element in explaining a firm’s competitiveness. While marketing capability is recognized in the strategic management literature as an important driver of firm performance, our review of 86 articles reveals a lack of a generally accepted definition of marketing capability, a lack of a common conceptualization as well as differences in the measurement of marketing capability. In order to build a common ground for advancing marketing capability research and thus supporting the demand-side perspective in strategic management, we develop an integrative framework to explain the differences and propose a research agenda for developing the field.
    OriginalsprogEngelsk
    Publikationsdato2017
    Antal sider7
    StatusUdgivet - 2017
    BegivenhedStrategic Management Society 37th Annual International Conference. SMS 2017 - Houston, USA
    Varighed: 28 okt. 201731 okt. 2017
    Konferencens nummer: 37
    https://www.strategicmanagement.net/houston/overview/overview

    Konference

    KonferenceStrategic Management Society 37th Annual International Conference. SMS 2017
    Nummer37
    LandUSA
    ByHouston
    Periode28/10/201731/10/2017
    Internetadresse

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