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The Role of Marketing Capabilities in Firm’s Success

Author

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  • Alharbi Adel Saleh M

    (Wuhan University of Technology)

Abstract

In our study, we review existing literature with the purpose of illustrating the significance of marketing capabilities and further reconstructing the path from marketing capabilities to organizational outcomes, thus explaining how positive market performance of company is achieved. In the first step, we constructed the path from marketing capabilities to positive organizational performance. Further, we explored certain antecedents of marketing capabilities in order to understand the concept of capabilities deeper. Implications for companies operating on global markets and recommendations have been presented on the basis of extensive literature review.

Suggested Citation

  • Alharbi Adel Saleh M, 2015. "The Role of Marketing Capabilities in Firm’s Success," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 2(1), pages 56-65, December.
  • Handle: RePEc:mgs:ijmsba:v:2:y:2015:i:1:p:56-65
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.21.1006
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    More about this item

    Keywords

    Marketing capabilities; Firm success; Organizational performance; Antecedents of marketing capability;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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