Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 12 of 12 for “"Marketing capabilities"”.
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Essays on the Strategic Implications of Marketing Capabilities: Marketing Exploration and Exploitation
… examines how exploitation and exploration capabilities impact organizational performance for competitive advantage. The first essay reviews previous empirical, simulation, and theoretical studies to provide a synopsis and quantitative assessment of previous empirical research. The …
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An investigation of marketing capabilities and performance in the UK's non-profit organisations
Recent studies in marketing theories have developed the conceptualisation of marketing capabilities in for-profit businesses. Despite the evidence of the importance of marketing capabilities in shaping the direction of marketing in for-profit businesses, only a small amount of research …
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Exploring the influence of market intelligence on the development of small business marketing capabilities
Small businesses that demonstrate marketing capabilities at higher levels of proficiency have been shown to display better performance characteristics. This applies just as readily for small agri-food firms in Northern Ireland, who operate in a concise domestic market and are exposed to intensified …
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Enabling marketing and innovation capability in the digital economy.
The present study examines the impact of marketing capabilities through a network perspective on innovative capabilities and firm performance. The market orientation and the resource-based view that underpin marketing capabilities have mainly treated marketing as internal capability of the firm. As …
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Empirical essays on open innovation
… This chapter advances the emerging adaptive marketing capabilities theoretical perspective that includes vigilant market learning, adaptive market experimentation, and open marketing as important mechanisms that firms leverage to create and commercialize innovations. This study bridges …
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Assimilation of social media marketing in Saudi large companies : antecedents and consequences
This study aims to examine social media marketing through the lens of organisational innovation, therefore the research adopts an innovation-assimilation perspective regarding social media marketing in large Saudi companies. It aims to study the post-adoption stage of social media marketing, which …
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An exploratory study of the potential for SMEs in New Zealand to learn from Chinese SMEs regarding digital marketing
… to Learn from Chinese SMEs regarding Digital Marketing" aims to investigate the potential for improving New Zealand SMEs’ digital marketing capabilities by learning from Chinese SMEs. Digital marketing can increase SMEs’ competitiveness, while digital marketing development and innovation in …
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A COMPREHENSIVE STUDY ON MARKETING/SUPPLY CHAIN MANAGEMENT CROSS-FUNCTIONAL INTEGRATION IMPACT ON PERFORMANCE
… benefits of cross-functional integration between marketing and Supply Chain Management (SCM), nevertheless, a major gap was identified regarding concrete actions needed to be taken to effectively implement such integration and measures to realise and evaluate the integration's impact on …
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Geography, Linkages and Capabilities: Innovation in the Agricultural Coffee Production in Latin America
… managerial/organisational innovation and marketing innovation. This is quantitatively evaluated in a sample of 186 coffee farmers from Latin America. Following the Resource-Based View of the Firm (RBV), the internal conditions include two firm capabilities: technological capabilities and …
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A Little Difference Makes A Big Difference: Essays On The Link Between Top Management Team Traits And Strategic Marketing Decisions
The importance of marketing is growing. This is not just a perception: CEOs appear to see its importance as well. Despite the increase in the understood importance of marketing, there still remains a relatively scant amount of research on the impact that can be had by top management team members on …
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Two Essays on the Degree of Globalization of a Firm: Measurement, Antecedents, and Consequences
… measure how global a firm is? Second, which firm capabilities are antecedents to firm globalization? And finally, what is the relationship between firm globalization and performance?</p> <p>I begin by examining Rugman’s (2003, 2005) and Asmussen’s (2009) measures for the globalization of a firm …
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Investigating the Antecedents and Outcomes of B2B Firms’ Social CRM Capabilities in an Emerging Market
… to adapt their CRM strategies and develop new marketing capabilities that can enhance firm performance. Notably, 96% of managers expect to integrate social data into their firm’s CRM within the next the three years. However, despite the increased attention from both researchers and …