Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan
AbstractIn this project an attempt has been made to demonstrate a positive relationship between marketing capabilities and Strategy using Porters framework and corporate performance in an emerging/developing market of Pakistan. This paper reports a study that marketing practice regulates the relationship between marketing capabilities & Strategy using Porters framework and business performance. In turn, the type of marketing practice adopted is moderated by the market served. Various studies have suggested that marketing capabilities & Strategy using Porters framework influences business performance. These discussions are summarized by a theoretical model and a series of theoretical propositions. The results suggest that Marketing Capabilities and Strategy frame exist in the business environment of Pakistan but there is a weak relationship with firm performance.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 23642.
Date of creation: Nov 2009
Date of revision:
Publication status: Published in IUB Journal of Social Sciences and Humanities 2.7(2009): pp. 88-102
Marketing Capabilities; Competitive Advantages; Business strategy; Firm Performance;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-07-10 (All new papers)
- NEP-CSE-2010-07-10 (Economics of Strategic Management)
- NEP-MKT-2010-07-10 (Marketing)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- N. Venkatraman, 1989. "Strategic Orientation of Business Enterprises: The Construct, Dimensionality, and Measurement," Management Science, INFORMS, INFORMS, vol. 35(8), pages 942-962, August.
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