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Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan

Sarwat Afzal

MPRA Paper from University Library of Munich, Germany

Abstract: In this project an attempt has been made to demonstrate a positive relationship between marketing capabilities and Strategy using Porters framework and corporate performance in an emerging/developing market of Pakistan. This paper reports a study that marketing practice regulates the relationship between marketing capabilities & Strategy using Porters framework and business performance. In turn, the type of marketing practice adopted is moderated by the market served. Various studies have suggested that marketing capabilities & Strategy using Porters framework influences business performance. These discussions are summarized by a theoretical model and a series of theoretical propositions. The results suggest that Marketing Capabilities and Strategy frame exist in the business environment of Pakistan but there is a weak relationship with firm performance.

Keywords: Marketing Capabilities; Competitive Advantages; Business strategy; Firm Performance (search for similar items in EconPapers)
JEL-codes: M31 M30 (search for similar items in EconPapers)
Date: 2009-11
New Economics Papers: this item is included in nep-cse and nep-mkt
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Published in IUB Journal of Social Sciences and Humanities 2.7(2009): pp. 88-102

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