IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/23642.html
   My bibliography  Save this paper

Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan

Author

Listed:
  • Afzal, Sarwat

Abstract

In 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.

Suggested Citation

  • Afzal, Sarwat, 2009. "Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan," MPRA Paper 23642, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:23642
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/23642/1/MPRA_paper_23642.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Robert M. Grant, 1996. "Prospering in Dynamically-Competitive Environments: Organizational Capability as Knowledge Integration," Organization Science, INFORMS, vol. 7(4), pages 375-387, August.
    2. N. Venkatraman, 1989. "Strategic Orientation of Business Enterprises: The Construct, Dimensionality, and Measurement," Management Science, INFORMS, vol. 35(8), pages 942-962, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gabriel Kitenga & J. M. Kilika & A. W. Muchemi, 2020. "The Moderating effect of Firm Size on the impact of Dynamic Capabilities on sustainable Performance of food manufacturing firms Kenya," Technium Social Sciences Journal, Technium Science, vol. 7(1), pages 149-182, May.
    2. Ahmed Agyapong & Hannah Vivian Osei & Samuel Yaw Akomea, 2015. "Marketing Capability, Competitive Strategies And Performance Of Micro And Small Family Businesses In Ghana," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 20(04), pages 1-25, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ye Dai & Philip T. Roundy & Jay I. Chok & Fangsheng Ding & Gukdo Byun, 2016. "‘Who Knows What?’ in New Venture Teams: Transactive Memory Systems as a Micro-Foundation of Entrepreneurial Orientation," Journal of Management Studies, Wiley Blackwell, vol. 53(8), pages 1320-1347, December.
    2. Jochen Nürk, 2019. "Dynamic Alignment of Digital Supply Chain Business Models," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 5(1), pages 41-82.
    3. Douglas W. Vorhies & Michael Harker, 2000. "The Capabilities and Perfor Mance Advantages of Market†Driven Firms: An Empirical Investigation," Australian Journal of Management, Australian School of Business, vol. 25(2), pages 145-171, September.
    4. Lim, Lewis K.S., 2013. "Mapping competitive prediction capability: Construct conceptualization and performance payoffs," Journal of Business Research, Elsevier, vol. 66(9), pages 1576-1586.
    5. Geneviève Bassellier & Izak Benbasat & Blaize Horner Reich, 2003. "The Influence of Business Managers' IT Competence on Championing IT," Information Systems Research, INFORMS, vol. 14(4), pages 317-336, December.
    6. Yu, Yan & Dong, Xiao-Ying & Shen, Kathy Ning & Khalifa, Mohamed & Hao, Jin-Xing, 2013. "Strategies, technologies, and organizational learning for developing organizational innovativeness in emerging economies," Journal of Business Research, Elsevier, vol. 66(12), pages 2507-2514.
    7. Giuliani, Elisa & Martinelli, Arianna & Rabellotti, Roberta, 2016. "Is Co-Invention Expediting Technological Catch Up? A Study of Collaboration between Emerging Country Firms and EU Inventors," World Development, Elsevier, vol. 77(C), pages 192-205.
    8. Anaf Abdulkarem & Wenhua Hou, 2022. "The Influence of the Environment on Cross-Border E-Commerce Adoption Levels Among SMEs in China: The Mediating Role of Organizational Context," SAGE Open, , vol. 12(2), pages 21582440221, June.
    9. Rana, Mohammad B. & Elo, Maria, 2017. "Transnational Diaspora and Civil Society Actors Driving MNE Internationalisation: The Case of Grameenphone in Bangladesh," Journal of International Management, Elsevier, vol. 23(1), pages 87-106.
    10. Kusa, Rafał & Suder, Marcin & Duda, Joanna, 2023. "Impact of greening on performance in the hospitality industry: Moderating effect of flexibility and inter-organizational cooperation," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    11. Chahal, Hardeep & Gupta, Mahesh & Lonial, Subhash & Raina, Swati, 2019. "Operational flexibility-entrepreneurial orientation relationship: Effects and consequences," Journal of Business Research, Elsevier, vol. 105(C), pages 154-167.
    12. Avlonitis, George J. & Salavou, Helen E., 2007. "Entrepreneurial orientation of SMEs, product innovativeness, and performance," Journal of Business Research, Elsevier, vol. 60(5), pages 566-575, May.
    13. Robert P. Garrett Jr. & Jeffrey G. Covin, 2015. "Internal Corporate Venture Operations Independence and Performance: A Knowledge–Based Perspective," Entrepreneurship Theory and Practice, , vol. 39(4), pages 763-790, July.
    14. Sirkka L. Jarvenpaa & Ann Majchrzak, 2010. "Research Commentary ---Vigilant Interaction in Knowledge Collaboration: Challenges of Online User Participation Under Ambivalence," Information Systems Research, INFORMS, vol. 21(4), pages 773-784, December.
    15. Ludivine Ravat & Aurélie Hemonnet-Goujot & Sandrine Hollet-Haudebert, 2023. "Data-driven innovation capability of marketing: an exploratory study of its components and underlying processes," Post-Print hal-04151199, HAL.
    16. Groza, Mark D. & Groza, Mya Pronschinske, 2018. "Salesperson regulatory knowledge and sales performance," Journal of Business Research, Elsevier, vol. 89(C), pages 37-46.
    17. Tan, Justin, 2001. "Innovation and risk-taking in a transitional economy: A comparative study of chinese managers and entrepreneurs," Journal of Business Venturing, Elsevier, vol. 16(4), pages 359-376, July.
    18. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    19. Ahammad, Mohammad Faisal & Tarba, Shlomo Yedidia & Liu, Yipeng & Glaister, Keith W., 2016. "Knowledge transfer and cross-border acquisition performance: The impact of cultural distance and employee retention," International Business Review, Elsevier, vol. 25(1), pages 66-75.
    20. Emil Inauen & Katja Rost & Margit Osterloh & Bruno S. Frey, 2010. "Back to the Future –A Monastic Perspective on Corporate Governance," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 21(1), pages 38-59.

    More about this item

    Keywords

    Marketing Capabilities; Competitive Advantages; Business strategy; Firm Performance;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:23642. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.