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Market orientation, marketing capabilities, and firm performance

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  • Neil A. Morgan
  • Douglas W. Vorhies
  • Charlotte H. Mason

Abstract

Drawing on traditional resource‐based theory and its recent dynamic capabilities theory extensions, we examine both the possession of a market orientation and the marketing capabilities through which resources are deployed into the marketplace as drivers of firm performance in a cross‐industry sample. Our findings indicate that market orientation and marketing capabilities are complementary assets that contribute to superior firm performance. We also find that market orientation has a direct effect on firms' return on assets (ROA), and that marketing capabilities directly impact both ROA and perceived firm performance. Copyright © 2009 John Wiley & Sons, Ltd.

Suggested Citation

  • Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
  • Handle: RePEc:bla:stratm:v:30:y:2009:i:8:p:909-920
    DOI: 10.1002/smj.764
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