Can Marketing Resources Contribute to Company Performance?

Milfelner Borut, Gabrijan Vladimir and Snoj Boris
Additional contact information
Milfelner Borut: Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia
Gabrijan Vladimir: Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia
Snoj Boris: Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia

Organizacija, 2008, vol. 41, issue 1, 3-13

Abstract: This study investigates the relationships between market orientation, innovation resources, reputational resources, customer related capabilities and distribution-based assets, as well as their impact on both market and financial performance. The results indicate that market orientation is indirectly related to a company's market and financial performance through the four other marketing resources. Reputational resources have a positive impact on loyalty, market share and sales volume, while the impact of innovation resources on the market share and sales volume is more indirect and through customer loyalty. While customer-related capabilities significantly impact customer loyalty, their impact on the market share and sales volume can not be confirmed. On the other hand, the distribution-based assets are only weakly related to loyalty, the market share and the sales volume. The general findings indicate that selected marketing resources impact financial performance indirectly through the creation of customer loyalty and directly through the market share and sales volume.

Keywords: market orientation; innovation resources; reputational resources; customer related capabilities; distribution-based assets; organizational performance; market orientation; innovation resources; reputational resources; customer related capabilities; distribution-based assets; organizational performance (search for similar items in EconPapers)
Date: 2008
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/v10051-008-0001-y (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:organi:v:41:y:2008:i:1:p:3-13:n:1

DOI: 10.2478/v10051-008-0001-y

Access Statistics for this article

Organizacija is currently edited by Jože Zupančič

More articles in Organizacija from Sciendo
Bibliographic data for series maintained by Peter Golla ().