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.
|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
|Conference||Strategic Management Society 37th Annual International Conference. SMS 2017|
|Period||28/10/2017 → 31/10/2017|