Market orientation, marketing capabilities, and firm performance

Neil A. Morgan, Douglas W. Vorhies and Charlotte H. Mason

Strategic Management Journal, 2009, vol. 30, issue 8, 909-920

Abstract: Drawing on traditional resource‐based theory and its recent dynamic capabilities theory extensions, we examine both the possession of a market orientation and the marketing capabilities through which resources are deployed into the marketplace as drivers of firm performance in a cross‐industry sample. Our findings indicate that market orientation and marketing capabilities are complementary assets that contribute to superior firm performance. We also find that market orientation has a direct effect on firms' return on assets (ROA), and that marketing capabilities directly impact both ROA and perceived firm performance. Copyright © 2009 John Wiley & Sons, Ltd.

Date: 2009
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