Market orientation, marketing capabilities, and firm performance
基于资源基础理论和动态能力理论，研究市场导向和营销能力如何共同影响企业绩效，发现两者是互补资产，且市场导向直接影响资产回报率，营销能力同时影响资产回报率和感知绩效。
Abstract Drawing on traditional resource‐based theory and its recent dynamic capabilities theory extensions, we examine both the possession of a market orientation and the marketing capabilities through which resources are deployed into the marketplace as drivers of firm performance in a cross‐industry sample. Our findings indicate that market orientation and marketing capabilities are complementary assets that contribute to superior firm performance. We also find that market orientation has a direct effect on firms' return on assets (ROA), and that marketing capabilities directly impact both ROA and perceived firm performance. Copyright © 2009 John Wiley & Sons, Ltd.