Abstract
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.
Original language | English |
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Publication date | 2017 |
Number of pages | 7 |
Publication status | Published - 2017 |
Event | Strategic Management Society 37th Annual International Conference. SMS 2017 - Houston, United States Duration: 28 Oct 2017 → 31 Oct 2017 Conference number: 37 https://www.strategicmanagement.net/houston/overview/overview |
Conference
Conference | Strategic Management Society 37th Annual International Conference. SMS 2017 |
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Number | 37 |
Country/Territory | United States |
City | Houston |
Period | 28/10/2017 → 31/10/2017 |
Internet address |