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Linking customer resources to firm success: The role of marketing program implementation

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Listed:
  • Lee, Ruby P.
  • Naylor, Gillian
  • Chen, Qimei

Abstract

Drawing from both resource-based view and dynamic capabilities theory, this research investigates how customer resources (i.e., knowledge and network size) influence firm performance through marketing program implementation. The current research shows that customer resources are critical to the development and execution of marketing programs, which can then lead to firm success. Through surveying 269 retailers, this study finds that while customer knowledge directly affects marketing program implementation, it does not directly influence firm performance. In contrast, customer network size not only directly contributes to marketing program implementation and firm performance, but also serves as a significant moderator.

Suggested Citation

  • Lee, Ruby P. & Naylor, Gillian & Chen, Qimei, 2011. "Linking customer resources to firm success: The role of marketing program implementation," Journal of Business Research, Elsevier, vol. 64(4), pages 394-400, April.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:4:p:394-400
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    References listed on IDEAS

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    1. Merlo, Omar & Bell, Simon J. & Menguc, Bulent & Whitwell, Gregory J., 2006. "Social capital, customer service orientation and creativity in retail stores," Journal of Business Research, Elsevier, vol. 59(12), pages 1214-1221, November.
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    Citations

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    Cited by:

    1. Abdul Alem Mohammed & Basri bin Rashid, 2012. "Customer Relationship Management (CRM) in Hotel Industry: A framework Proposal on the Relationship among CRM Dimensions, Marketing Capabilities and Hotel Performance," International Review of Management and Marketing, Econjournals, vol. 2(4), pages 220-230.
    2. Rauch, Andreas & Rosenbusch, Nina & Unger, Jens & Frese, Michael, 2016. "The effectiveness of cohesive and diversified networks: A meta-analysis," Journal of Business Research, Elsevier, vol. 69(2), pages 554-568.
    3. Carraresi, Laura & Mamaqi, Xhevrie & Albisu, Luis Miguel & Banterle, Alessandro, 2012. "Strategic Capabilities and Performance: An Application of Resource-Based View in Italian Food SMEs," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144955, International European Forum on Innovation and System Dynamics in Food Networks.
    4. Arnett, Dennis B. & Wittmann, C. Michael, 2014. "Improving marketing success: The role of tacit knowledge exchange between sales and marketing," Journal of Business Research, Elsevier, vol. 67(3), pages 324-331.
    5. Stav Fainshmidt & Amir Pezeshkan & M. Lance Frazier & Anil Nair & Edward Markowski, 2016. "Dynamic Capabilities and Organizational Performance: A Meta-Analytic Evaluation and Extension," Journal of Management Studies, Wiley Blackwell, vol. 53(8), pages 1348-1380, December.

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