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The impact of marketing resources on corporate competitiveness

Author

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  • Tamás Gyulavári

    (Marketing Department, Marketing and Media Institute Corvinus University of Budapest)

  • Zsófia Kenesei

    (Marketing Department, Marketing and Media Institute Corvinus University of Budapest)

Abstract

The objective of this paper is to analyze the association between marketing resources and corporate competitiveness. Empirical data were collected by a survey of 300 domestic organizations and the results were compared to the ones of a similar research conducted five years before. We have found that all the marketing resources investigated have a significant effect on marketing performance. Among them the most marketing-related resource dimension, called market management, excels regarding the strength of the association with competitiveness. Clusters of companies were formulated and analyzed. A small group of the companies investigated (12%) managed to advance in the development and possession of marketing resources whilst maintaining competitive product supply and price. The proportion of successful companies among them is highly significant.

Suggested Citation

  • Tamás Gyulavári & Zsófia Kenesei, 2012. "The impact of marketing resources on corporate competitiveness," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 24(1), pages 7-21.
    • Handle: RePEc:zag:market:v:24:y:2012:i:1:p:7-21
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    References listed on IDEAS

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    1. Richard P. Rumelt & Dan Schendel & David J. Teece, 1991. "Strategic management and economics," Strategic Management Journal, Wiley Blackwell, vol. 12(S2), pages 5-29, December.
    2. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    3. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
    4. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
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