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Marketing resources, performance, and competitive advantage: A review and future research directions

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  • Davcik, Nebojsa S.
  • Sharma, Piyush

Abstract

Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment. Next, they discuss the theoretical frameworks and contributions of the seminal research articles as well as the papers included in this special issue that represent these three themes. Finally, this editorial identifies some open questions and future research directions in this important research area.

Suggested Citation

  • Davcik, Nebojsa S. & Sharma, Piyush, 2016. "Marketing resources, performance, and competitive advantage: A review and future research directions," Journal of Business Research, Elsevier, vol. 69(12), pages 5547-5552.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5547-5552
    DOI: 10.1016/j.jbusres.2016.04.169
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    References listed on IDEAS

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    Cited by:

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    2. Appiah-Nimo Christina & Chovancová Miloslava, 2020. "Improving firm sustainable performance: the role of market orientation," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 780-787, July.
    3. Hongjia Ma & Qing Sun & Yang Gao & Yuan Gao, 2019. "Resource Integration, Reconfiguration, and Sustainable Competitive Advantages: The Differences between Traditional and Emerging Industries," Sustainability, MDPI, vol. 11(2), pages 1-20, January.
    4. Adams, Pamela & Bodas Freitas, Isabel Maria & Fontana, Roberto, 2019. "Strategic orientation, innovation performance and the moderating influence of marketing management," Journal of Business Research, Elsevier, vol. 97(C), pages 129-140.
    5. Sun, Wenbin & Price, Joseph & Ding, Yuan, 2019. "The longitudinal effects of internationalization on firm performance: The moderating role of marketing capability," Journal of Business Research, Elsevier, vol. 95(C), pages 326-337.
    6. Divya Keerthika, 2018. "A Multiple Measure of Organizational Performances and its Effect on Distinctive Marketing Competencies: An Empirical Study of India and the Maldives," GATR Journals jmmr190, Global Academy of Training and Research (GATR) Enterprise.
    7. Ghulam Dastgeer, 2022. "Predictors of effective job performance: An empirical examination through employee-related factors," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 13(1), pages 27-38, January.
    8. Saeed Tajdini, 2023. "The effects of internet search intensity for products on companies’ stock returns: a competitive intelligence perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 352-365, September.
    9. Antonia Mohedano-Suanes & María-Ángeles Revilla-Camacho & Dolores Garzón, 2021. "Innovation orientation and long-term performance: The mediating role of market perception capability," International Entrepreneurship and Management Journal, Springer, vol. 17(2), pages 741-757, June.
    10. Sorensen, Anne, 2021. "Facilitating value: How organizations deploy resources in social media-based brand communities," Journal of Business Research, Elsevier, vol. 136(C), pages 678-694.
    11. Micevski, Milena & Dewsnap, Belinda & Cadogan, John W. & Kadic-Maglajlic, Selma & Boso, Nathaniel, 2019. "Sales intra-functional flexibility: Its relationship to performance and moderating effects on role stressors," Journal of Business Research, Elsevier, vol. 104(C), pages 552-562.
    12. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2022. "Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage," Sustainability, MDPI, vol. 14(22), pages 1-14, November.
    13. Hu, Qilin & Hughes, Mathew (Mat) & Hughes, Paul, 2022. "Family-unique resources, marketing resources, and family owners’ willingness to pursue radical innovation: A model and test," Journal of Business Research, Elsevier, vol. 146(C), pages 264-276.
    14. Agnihotri, Arpita & Bhattacharya, Saurabh & Jafari-Sadeghi, Vahid, 2023. "Combatting global disruption through tertius iungens orientation of CEOs: A moderated-mediated mechanism," Journal of International Management, Elsevier, vol. 29(5).
    15. Yunis, Manal & Tarhini, Abbas & Kassar, Abdulnasser, 2018. "The role of ICT and innovation in enhancing organizational performance: The catalysing effect of corporate entrepreneurship," Journal of Business Research, Elsevier, vol. 88(C), pages 344-356.
    16. Kirova, Valentina, 2023. "The wind of change: A dynamic managerial capabilities perspective on the role of marketing managers as strategic change agents," Journal of Business Research, Elsevier, vol. 160(C).
    17. Younghoon Lee, 2022. "Identifying Competitive Attributes Based on an Ensemble of Explainable Artificial Intelligence," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(4), pages 407-419, August.
    18. Andonova, Veneta & Losada-Otálora, Mauricio, 2020. "Understanding the interplay between brand and innovation orientation: Evidence from emerging multinationals," Journal of Business Research, Elsevier, vol. 119(C), pages 540-552.
    19. Ho, Foo Nin & Huang, Chin-wei, 2020. "The interdependencies of marketing capabilities and operations efficiency in hospitals," Journal of Business Research, Elsevier, vol. 113(C), pages 337-347.

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