Impact of marketing resource on company performance on B2B markets

Gregor Jagodič and Borut Milfelner

International Journal of Innovation and Learning, 2020, vol. 28, issue 2, 180-205

Abstract: The main goal of the paper is to research the impact of marketing resources on company performance for companies on B2B markets. The conceptual model, including market orientation, marketing strategy, ICT support factors for B2B markets and company performance was proposed and empirically tested. The research results show that market orientation and its sub-constructs, namely competitor orientation and customer orientation have a positive impact on implementation of marketing strategy and ICT support for B2B markets. Also, implementation of good marketing strategies for companies on B2B markets and ICT support on B2B markets have a positive impact on company performance.

Keywords: B2B market; market orientation; marketing strategies; competitive advantage; ICT; innovation; learning; company performance. (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijilea:v:28:y:2020:i:2:p:180-205

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