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

Samuel Afriyie, Jianguo Du, Kingsley Appiah


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.


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

Full Text:



R. T. Rust, T. Ambler, G. S. Carpenter, V. Kumar, and R. K. Srivastava, "Measuring marketing productivity: Current knowledge and future directions," Journal of marketing, vol. 68, pp. 76-89, 2004.

R. Srivastava, D. J. Reibstein, and W. S. Woodside, Metrics for linking marketing to financial performance: Marketing Science Institute Cambridge, MA, 2005.

S. D. Hunt and R. M. Morgan, "The comparative advantage theory of competition," The Journal of Marketing, pp. 1-15, 1995.

S. D. Hunt and R. M. Morgan, "Relationship marketing in the era of network competition," Marketing management, vol. 3, p. 18, 1994.

N. A. Morgan, D. W. Vorhies, and C. H. Mason, "Market orientation, marketing capabilities, and firm performance," Strategic management journal, vol. 30, pp. 909-920, 2009.

E. T. Wang, H.-F. Hu, and P. J.-H. Hu, "Examining the role of information technology in cultivating firms’ dynamic marketing capabilities," Information & Management, vol. 50, pp. 336-343, 2013.

I. V. Kozlenkova, S. A. Samaha, and R. W. Palmatier, "Resource-based theory in marketing," Journal of the Academy of Marketing Science, vol. 42, pp. 1-21, 2014.

E. Cavusgil, S. H. Seggie, and M. B. Talay, "Dynamic capabilities view: Foundations and research agenda," Journal of marketing theory and practice, vol. 15, pp. 159-166, 2007.

G. S. Day, "The capabilities of market-driven organizations," the Journal of Marketing, pp. 37-52, 1994.

P. Nath, S. Nachiappan, and R. Ramanathan, "The impact of marketing capability, operations capability and diversification strategy on performance: A resource-based view," Industrial Marketing Management, vol. 39, pp. 317-329, 2010.

D. W. Vorhies and N. A. Morgan, "Benchmarking marketing capabilities for sustainable competitive advantage," Journal of marketing, vol. 69, pp. 80-94, 2005.

F. E. Webster Jr, A. J. Malter, and S. Ganesan, "The decline and dispersion of marketing competence," MIT Sloan Management Review, vol. 46, p. 35, 2005.

C. E. Helfat and M. A. Peteraf, "The dynamic resource‐based view: Capability lifecycles," Strategic management journal, vol. 24, pp. 997-1010, 2003.

A. Krasnikov and S. Jayachandran, "The relative impact of marketing, research-and-development, and operations capabilities on firm performance," Journal of marketing, vol. 72, pp. 1-11, 2008.

B. Wernerfelt, "A resource‐based view of the firm," Strategic management journal, vol. 5, pp. 171-180, 1984.

J. Barney, "Firm resources and sustained competitive advantage," Journal of management, vol. 17, pp. 99-120, 1991.

W. S. DeSarbo, C. A. Di Benedetto, K. Jedidi, and M. Song, "Identifying sources of heterogeneity for empirically deriving strategic types: a constrained finite-mixture structural-equation methodology," Management Science, vol. 52, pp. 909-924, 2006.

R. J. Slotegraaf, C. Moorman, and J. J. Inman, "The role of firm resources in returns to market deployment," Journal of Marketing Research, vol. 40, pp. 295-309, 2003.

J. Lampel and J. Shamsie, "Capabilities in motion: New organizational forms and the reshaping of the Hollywood movie industry," Journal of Management Studies, vol. 40, pp. 2189-2210, 2003.

C. Moorman and R. T. Rust, "The role of marketing," The Journal of Marketing, pp. 180-197, 1999.

G. J. Hooley, G. E. Greenley, J. W. Cadogan, and J. Fahy, "The performance impact of marketing resources," Journal of business research, vol. 58, pp. 18-27, 2005.

J. Weerawardena, "The role of marketing capability in innovation-based competitive strategy," Journal of strategic marketing, vol. 11, pp. 15-35, 2003.

T. Li and R. J. Calantone, "The impact of market knowledge competence on new product advantage: conceptualization and empirical examination," The Journal of Marketing, pp. 13-29, 1998.

S. F. Slater and J. C. Narver, "Customer-led and market-oriented: Let's not confuse the two," Strategic management journal, pp. 1001-1006, 1998.

B. J. Jaworski and A. K. Kohli, "Market orientation: antecedents and consequences," The Journal of marketing, pp. 53-70, 1993.

J. C. Narver and S. F. Slater, "The effect of a market orientation on business profitability," The Journal of marketing, pp. 20-35, 1990.

M. Theodosiou, J. Kehagias, and E. Katsikea, "Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations," Industrial Marketing Management, vol. 41, pp. 1058-1070, 2012.

J. Hallbäck and P. Gabrielsson, "Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies," International Business Review, vol. 22, pp. 1008-1020, 2013.

S. Ahmed and A. Zlate, "Capital flows to emerging market economies: A brave new world?," Journal of International Money and Finance, vol. 48, pp. 221-248, 2014.

A. O'Cass and J. Weerawardena, "Examining the role of international entrepreneurship, innovation and international market performance in SME internationalisation," European Journal of Marketing, vol. 43, pp. 1325-1348, 2009.

S. Lockrey, "A review of life cycle based ecological marketing strategy for new product development in the organizational environment," Journal of Cleaner Production, vol. 95, pp. 1-15, 2015.

S. Neill and G. M. Rose, "The effect of strategic complexity on marketing strategy and organizational performance," Journal of Business Research, vol. 59, pp. 1-10, 2006.

H. Kanibir, R. Saydan, and S. Nart, "Determining the antecedents of marketing competencies of SMEs for international market performance," Procedia-Social and Behavioral Sciences, vol. 150, pp. 12-23, 2014.

M. Ripolles, A. Blesa, and D. Monferrer, "Role of international precocity in born global firms," International Journal of Technology Transfer and Commercialisation, vol. 10, pp. 247-267, 2011.

G. Nalcaci and M. I. Yagci, "The effects of marketing capabilities on export performance using resource-based view: assessment on manufacturing companies," Procedia-Social and Behavioral Sciences, vol. 148, pp. 671-679, 2014.

B. Merrilees and D. Miller, "Brand morphing across Wal-Mart customer segments," Journal of Business Research, vol. 63, pp. 1129-1134, 2010.

M. T. Krush, R. Agnihotri, K. J. Trainor, and E. L. Nowlin, "Enhancing organizational sensemaking: An examination of the interactive effects of sales capabilities and marketing dashboards," Industrial Marketing Management, vol. 42, pp. 824-835, 2013.

B. J. Mariadoss, P. S. Tansuhaj, and N. Mouri, "Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms," Industrial Marketing Management, vol. 40, pp. 1305-1318, 2011.

M. Mitrega, C. Ramos, S. Forkmann, and S. C. Henneberg, "Networking capability, networking outcomes, and company performance," 2011.

A. Lahat and A. Shoham, "Benchmark the marketing and operation capabilities for international firms export performance," Procedia-Social and Behavioral Sciences, vol. 109, pp. 998-1000, 2014.

A. O’Cass and P. Sok, "The role of intellectual resources, product innovation capability, reputational resources and marketing capability combinations in firm growth," International Small Business Journal, vol. 32, pp. 996-1018, 2014.

J. Mu, "Marketing capability, organizational adaptation and new product development performance," Industrial Marketing Management, vol. 49, pp. 151-166, 2015.

M. Yu, "Processing trade, tariff reductions and firm productivity: evidence from Chinese firms," The Economic Journal, vol. 125, pp. 943-988, 2015.

C. E. Helfat, S. Finkelstein, W. Mitchell, M. Peteraf, H. Singh, D. Teece, et al., Dynamic capabilities: Understanding strategic change in organizations: John Wiley & Sons, 2009.

S. Laforet and J. Saunders, "How brand portfolios have changed: a study of grocery suppliers brands from 1994 to 2004," Journal of Marketing Management, vol. 23, pp. 39-58, 2007.

S. A. A. Zaidi, "Akzo Nobel Pakistan Limited," EPS, vol. 7, pp. 8.13-8.23, 2013.

E. Danneels, "Trying to become a different type of company: Dynamic capability at Smith Corona," Strategic Management Journal, vol. 32, pp. 1-31, 2011.

R. D. Crick, C. Stringher, and K. Ren, Learning to learn: International perspectives from theory and practice: Routledge, 2014.

L. C. Leonidou, C. S. Katsikeas, and S. Samiee, "Marketing strategy determinants of export performance: a meta-analysis," Journal of Business research, vol. 55, pp. 51-67, 2002.

C. M. Sousa and F. Bradley, "Effects of export assistance and distributor support on the performance of SMEs: The case of Portuguese export ventures," International Small Business Journal, vol. 27, pp. 681-701, 2009.

P. Tooksoon and O. Mohamad, "Marketing capability and export performance: The moderating effect of export dependence," The South East Asian Journal of Management, vol. 4, p. 39, 2010.

S. Zou, E. Fang, and S. Zhao, "The effect of export marketing capabilities on export performance: an investigation of Chinese exporters," Journal of International marketing, vol. 11, pp. 32-55, 2003.

S. L. Newbert, "Empirical research on the resource‐based view of the firm: an assessment and suggestions for future research," Strategic management journal, vol. 28, pp. 121-146, 2007.

C. Zott, "Dynamic capabilities and the emergence of intraindustry differential firm performance: insights from a simulation study," Strategic management journal, vol. 24, pp. 97-125, 2003.

K. M. Eisenhardt and J. A. Martin, "Dynamic capabilities: what are they?," Strategic management journal, pp. 1105-1121, 2000.

R. Makadok, "Toward a synthesis of the resource‐based and dynamic‐capability views of rent creation," Strategic management journal, vol. 22, pp. 387-401, 2001.

D. J. Teece and A. Al-Aali, "Knowledge assets, capabilities, and the theory of the firm," Handbook of organizational learning and knowledge management, vol. 2, pp. 505-34, 2011.

D. J. Teece, G. Pisano, and A. Shuen, "Dynamic capabilities and strategic management," in Knowledge and strategy, ed: Elsevier, 1999, pp. 77-115.

C. B. Bingham, K. M. Eisenhardt, and N. R. Furr, "What makes a process a capability? Heuristics, strategy, and effective capture of opportunities," Strategic Entrepreneurship Journal, vol. 1, pp. 27-47, 2007.

S. K. Ethiraj, P. Kale, M. S. Krishnan, and J. V. Singh, "Where do capabilities come from and how do they matter? A study in the software services industry," Strategic management journal, vol. 26, pp. 25-45, 2005.

A. Blesa and M. Ripolles, "The influence of marketing capabilities on economic international performance," International Marketing Review, vol. 25, pp. 651-673, 2008.

S. Yeniyurt, S. T. Cavusgil, and G. T. M. Hult, "A global market advantage framework: The role of global market knowledge competencies," International Business Review, vol. 14, pp. 1-19, 2005.

S. A. Fernhaber and P. P. McDougall, "New venture growth in international markets: the role of strategic adaptation and networking capabilities," in International entrepreneurship, ed: Emerald Group Publishing Limited, 2005, pp. 111-136.

D. W. Vorhies and N. A. Morgan, "A configuration theory assessment of marketing organization fit with business strategy and its relationship with marketing performance," Journal of marketing, vol. 67, pp. 100-115, 2003.

N. A. Morgan, E. W. Anderson, and V. Mittal, "Understanding firms' customer satisfaction information usage," Journal of marketing, vol. 69, pp. 131-151, 2005.

M. Miles, A. Gilmore, P. Harrigan, G. Lewis, and Z. Sethna, "Exploring entrepreneurial marketing," Journal of Strategic Marketing, vol. 23, pp. 94-111, 2015.

S. C. Morrish, "Entrepreneurial marketing: a strategy for the twenty-first century?," Journal of Research in Marketing and Entrepreneurship, vol. 13, pp. 110-119, 2011.

S. Qureshi and S. A. Mian, "Antecedents and outcomes of entrepreneurial firms marketing capabilities: An empirical investigation of small technology based firms," Journal of Strategic Innovation and Sustainability, vol. 6, p. 28, 2010.

D. Estrin, L. Girod, G. Pottie, and M. Srivastava, "Instrumenting the world with wireless sensor networks," in Acoustics, Speech, and Signal Processing, 2001. Proceedings.(ICASSP'01). 2001 IEEE International Conference on, 2001, pp. 2033-2036.

E. A. Khan, "An investigation of marketing capabilities of informal microenterprises: A study of street food vending in Thailand," International Journal of Sociology and Social Policy, vol. 37, pp. 186-202, 2017.

I. Chakravarty and C. Canet, "Street foods in Calcutta," Food Nutrition and Agriculture, vol. 17, pp. 30-37, 1996.

A. M. Hiemstra, K. G. Van der Kooy, and M. Frese, "Entrepreneurship in the street food sector of Vietnam—Assessment of psychological success and failure factors," Journal of Small Business Management, vol. 44, pp. 474-481, 2006.

N. Nirathron, "Fighting Poverty from the Street," A Survey of Street Food Vendors in Bangkok, 2006.

C. E. Nelson, R. Cook, and S. Rakfal, "The dosimetric properties of an intraoperative radiation therapy applicator system for a Mevatron‐80," Medical physics, vol. 16, pp. 794-799, 1989.

C. Szanton and N. Sirisambhand, "Thailand's street vending: The urban informal sector and traditional fast foods," Report to Equity Policy Center. Chevy Chase, Md. Mimeograph, 1986.

C. Geertz, "The bazaar economy: Information and search in peasant marketing," The American Economic Review, vol. 68, pp. 28-32, 1978.

P. Van Esterik, "From Marco Polo to McDonald's: Thai cuisine in transition," Food and Foodways, vol. 5, pp. 177-193, 1992.

K. Atuahene-Gima, "Determinants of inward technology licensing intentions: An empirical analysis of Australian engineering firms," Journal of product innovation management, vol. 10, pp. 230-240, 1993.

D. W. Vorhies and M. Harker, "The Capabilities and Perfor Mance Advantages of Market‐Driven Firms: An Empirical Investigation," Australian journal of management, vol. 25, pp. 145-171, 2000.

G. S. Day and R. Wensley, "Assessing advantage: a framework for diagnosing competitive superiority," The Journal of Marketing, pp. 1-20, 1988.

M. A. Peteraf and M. E. Bergen, "Scanning dynamic competitive landscapes: a market‐based and resource‐based framework," Strategic management journal, vol. 24, pp. 1027-1041, 2003.

M. Hasu, M. Toivonen, T. Tuominen, and E. Saari, "Employees and users as resource integrators in service innovation: A learning framework," in The handbook of service innovation, ed: Springer, 2015, pp. 169-192.

K. Möller and M. Anttila, "Marketing capability—A key success factor in small business?," Journal of marketing management, vol. 3, pp. 185-203, 1987.


  • There are currently no refbacks.




About ASRJETS | Privacy PolicyTerms & Conditions | Contact Us | DisclaimerFAQs 

ASRJETS is published by (GSSRR).