Marketing Resources and Firm Performance Among SMEs

John Spillan and John Parnell

European Management Journal, vol. 24, issue 2-3, 236-245

Abstract: According to the resource-based view (RBV) of the firm, strategically relevant resources are the basis for organizational performance. This paper examines the link between seven marketing resources associated with customer orientation and performance. Results suggest that two resources--a customer orientation philosophy and a structure that supports coordination among departments and divisions--are most critical in fostering superior firm performance.

Keywords: Marketing; Strategy; Culture; Customer; orientation; Firm; performance; SMEs (search for similar items in EconPapers)
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