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The marketing capabilities of the firm are influenced by internal and external factors.
Market orientation capabilities influence and augment the marketing capabilities of the firm (Menon and Varadarajan 1992; Keller 1994).
The repetitive application of marketing knowledge and skills, develops and polishes the marketing capabilities of the firm.
Market orientation (Menon and Varadarajan 1992: Keller 1994) is an antecedent to the marketing capabilities of the firm.
Due to their strategic importance, the marketing capabilities of the firm are predicted to positively impact firm performance (Hunt and Morgan 1995).
The entrepreneurial orientation of the firm acts as a catalyst and impacts the market orientation and the marketing capabilities of the firm in a positive way.
Similar(49)
The authors followed a literal replication strategy and identified patterns between dynamic capabilities of the firms and their innovation outcomes.
Because organizational routines are standard and stable in nature, they may restrict the strategic flexibility, modification and maneuvering capabilities of the firms.
Alliances are decided by three factors: the capabilities of the firms, the control of the firm in using and deploying the capabilities in the alliances, and the context that demands alliances.
The environmental turbulence along with the entrepreneurial and market orientation has a direct and indirect effect on the marketing capability of the firm.
To overcome this problem, the firm established a new market intelligence system collecting and integrating knowledge inside and outside of the firm that improves the knowledge gathering capability of the firm significantly.
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CEO of Professional Science Editing for Scientists @ prosciediting.com