MarCaps

All Knowledge (20)

Sort by:

Marketing Capabilities Notes no. 5 – The Marketing Coalition card

Marketing Capabilities Institute

Marketing Capabilities Notes no. 5 – The Marketing C...

Marketing is no longer a function – it is an outcome created by a coalition of functions.

Marketing Department Power and Firm Performance card

Marketing Department Power and Firm Performance

This study empirically investigates marketing department power in U.S. firms throughout 1993–2008 and assesses its impact on firm performance. Usin...

Benchmarking Marketing Capabilities for Sustainable Competitive Advantage card

Benchmarking Marketing Capabilities for Sustainable ...

Market-based organizational learning has been identified as an important source of sustainable competitive advantage. One particular learning mecha...

Linking Marketing Capabilities with Profit Growth card

Linking Marketing Capabilities with Profit Growth

Profit growth is one of the primary drivers of a firm's stock price and therefore is a clear priority for managers. Yet little is known about how a...

Marketing Capabilities Notes no. 2 – Assess for Success card

Marketing Capabilities Institute

Marketing Capabilities Notes no. 2 – Assess for Success

Marketing organizations must evolve or decline. What does intelligent change look like? It means building the right set of marketing capabilities f...

Marketing Capabilities Notes no. 3 – Lessons from Basketball card

Marketing Capabilities Institute

Marketing Capabilities Notes no. 3 – Lessons from Ba...

Does success come from individual skill or teamwork? In the game of basketball, the answer is both. Teamwork is required to win championships, but ...

Asymetric Roles of Advertising and Marketing Capability in Financial Returns to News card

Asymetric Roles of Advertising and Marketing Capabil...

News reports carrying positive or negative sentiment about a firm influence its stock market performance. This study examines how two firm-controll...

Market Orientation, Marketing Capabilities And Firm Performance card

Market Orientation, Marketing Capabilities And Firm ...

Drawing on traditional resource-based theory and its recent dynamic capabilities theory extensions, we examine both the possession of a market orie...

Experiential and Informational Knowledge, Architectural Marketing Capabilities, and the Adaptive Performance of Export Ventures card

Experiential and Informational Knowledge, Architectu...

Knowledge-based view (KBV) theory posits that the acquisition and use of relevant knowledge is key to understanding organizational performance. How...

Financial Value of Brands in Mergers and Acquisitions card

Financial Value of Brands in Mergers and Acquisitions

In mergers and acquisitions (M&As), brands account for significant but heterogeneous proportions of overall transaction value. The marketing li...

Strategic Goal Accomplishment in Export Ventures card

Strategic Goal Accomplishment in Export Ventures

The management literature suggests that setting strategic goals facilitates the identification of appropriate business strategies and focuses manag...

The Impact of Unprofitable Customer Management Strategies card

The Impact of Unprofitable Customer Management Strat...

A significant proportion of many firms’ customers are unprofitable. The question of how unprofitable customers should be managed has recently recei...

Marketing Capabilities in International Marketing card

Marketing Capabilities in International Marketing

There has been a significant increase in scholarly research focusing on marketing capabilities as an important aspect of marketing theory–based exp...

Marketing and business performance card

Marketing and business performance

Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differenc...

Marketing Capabilities Notes no. 6 – Ask your Experts card

Marketing Capabilities Institute

Marketing Capabilities Notes no. 6 – Ask your Experts

Marketing capabilities are easier to understand when we know whom to ask for help, when, and why. As your company builds a set of marketing capabil...

Marketing Capabilities Notes no. 4 – What makes a marketing organization modern? card

Marketing Capabilities Institute

Marketing Capabilities Notes no. 4 – What makes a m...

Effective use of modern thinking, technologies, data, and skills is what marketing organizations modern. And effectiveness comes from having the ri...

Marketing Capabilities Notes for September 23, 2021 card

Marketing Capabilities Institute

Marketing Capabilities Notes for September 23, 2021

Sometimes kids ask each other, “If you could have any superpower, which one would you choose?” In 2020, PhD-level marketing research scientists ask...

Customer Satisfaction and Stock Returns Risk card

Customer Satisfaction and Stock Returns Risk

Over the past decade, several studies have argued that customer satisfaction has high relevance for financial markets because it has a significant ...

Researching marketing capabilities: reflections from academia card

Researching marketing capabilities: reflections from...

Since George Day’s conceptual paper on the capabilities of market-driven organizations was published in 1994, marketing capabilities has become an ...

Export Marketing Strategy Implementation, Export Marketing Capabilities, and Export Venture Performance card

Export Marketing Strategy Implementation, Export Mar...

Since exporting is the most popular mechanism by which firms engage with international markets, understanding the drivers of export market performa...

Please do not refresh or press back button.