The impact of marketing resources on corporate competitiveness

Tamás Gyulavári and Zsófia Kenesei
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Zsófia Kenesei: Marketing Department, Marketing and Media Institute Corvinus University of Budapest

Tržište/Market, 2012, vol. 24, issue 1, 7-21

Abstract: The objective of this paper is to analyze the association between marketing resources and corporate competitiveness. Empirical data were collected by a survey of 300 domestic organizations and the results were compared to the ones of a similar research conducted five years before. We have found that all the marketing resources investigated have a significant effect on marketing performance. Among them the most marketing-related resource dimension, called market management, excels regarding the strength of the association with competitiveness. Clusters of companies were formulated and analyzed. A small group of the companies investigated (12%) managed to advance in the development and possession of marketing resources whilst maintaining competitive product supply and price. The proportion of successful companies among them is highly significant.

Keywords: marketing resources; marketing assets; marketing capabilities; corporate competitiveness; corporate performance (search for similar items in EconPapers)
Date: 2012
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