The Role of Marketing Capabilities as a Resource-Based View on Organizational Performance

Samuel Afriyie, Jianguo Du, Kingsley Appiah

Abstract


This study seeks to review existing literature on the significance of Marketing Capabilities as Resource Based View and its relationship on organizational performances that is explaining the logical step from marketing capabilities to a positive Organizational Performance. Further exploration is studied to understand the Marketing Capabilities as a Resource based view and innovation capabilities deeper. Recommendation have been presented on the implications of marketing capabilities application of business operating in domestic and international markets.


Keywords


Marketing Capabilities; Innovation capabilities; Organizational Performance; Resource Based View.

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