Affiliation:
1. Department of Marketing, School of Business, George Washington University. Kellogg School of Management, Northwestern University.
2. Department of Marketing, Moore School of Business, University of South Carolina.
Abstract
The impact of the marketing function on firm performance has been the focus of much recent research in marketing. Thus, the effect of marketing capability on firm performance, compared with that of other capabilities, such as research and development and operations, is an issue of importance to managers. To examine this issue and generate empirical generalizations, the authors conduct a meta-analysis of the firm capability–performance relationship using a mixed-effects model. The results show that, in general, marketing capability has a stronger impact on firm performance than research-and-development and operations capabilities. The results provide guidelines for managers and generate directions for further research.
Subject
Marketing,Business and International Management
Cited by
236 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献