Marketing Capability in Strategy Research

Definitions, Operationalizations and a Research Agenda

    Research output: Contribution to conferencePaperResearchpeer-review

    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 languageEnglish
    Publication date2017
    Number of pages7
    Publication statusPublished - 2017
    EventStrategic Management Society 37th Annual International Conference.  - Houston, United States
    Duration: 28 Oct 201731 Oct 2017
    Conference number: 37
    https://www.strategicmanagement.net/houston/overview/overview

    Conference

    ConferenceStrategic Management Society 37th Annual International Conference. 
    Number37
    CountryUnited States
    CityHouston
    Period28/10/201731/10/2017
    Internet address

    Bibliographical note

    CBS Library does not have access to the material

    Cite this

    Ritter, T., & Distel, A. P. (2017). Marketing Capability in Strategy Research: Definitions, Operationalizations and a Research Agenda. Paper presented at Strategic Management Society 37th Annual International Conference. , Houston, United States.
    Ritter, Thomas ; Distel, Andreas Philipp. / Marketing Capability in Strategy Research : Definitions, Operationalizations and a Research Agenda. Paper presented at Strategic Management Society 37th Annual International Conference. , Houston, United States.7 p.
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    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.",
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    Ritter, T & Distel, AP 2017, 'Marketing Capability in Strategy Research: Definitions, Operationalizations and a Research Agenda' Paper presented at, Houston, United States, 28/10/2017 - 31/10/2017, .

    Marketing Capability in Strategy Research : Definitions, Operationalizations and a Research Agenda. / Ritter, Thomas; Distel, Andreas Philipp.

    2017. Paper presented at Strategic Management Society 37th Annual International Conference. , Houston, United States.

    Research output: Contribution to conferencePaperResearchpeer-review

    TY - CONF

    T1 - Marketing Capability in Strategy Research

    T2 - Definitions, Operationalizations and a Research Agenda

    AU - Ritter, Thomas

    AU - Distel, Andreas Philipp

    N1 - CBS Library does not have access to the material

    PY - 2017

    Y1 - 2017

    N2 - 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.

    AB - 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.

    M3 - Paper

    ER -

    Ritter T, Distel AP. Marketing Capability in Strategy Research: Definitions, Operationalizations and a Research Agenda. 2017. Paper presented at Strategic Management Society 37th Annual International Conference. , Houston, United States.