Marketing Resources and Firm Performance among SMEs
- UNCP Author/Contributor (non-UNCP co-authors, if there are any, appear on document)
- Dr. John Parnell, Belk Chair of Management (Creator)
- Institution
- The University of North Carolina at Pembroke (UNCP )
- Web Site: http://www.uncp.edu/academics/library
Abstract: According to the resource-based view (RBV) of the firm, strategically relevant resources are the basis for organizational performance. This paper examines the link between seven marketing resources associated with customer orientation and performance. Results suggest that two resources—a customer orientation philosophy and a structure that supports coordination among departments and divisions—are most critical in fostering superior firm performance.
Marketing Resources and Firm Performance among SMEs
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Created on 1/1/2006
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Additional Information
- Publication
- Language: English
- Date: 2006
- Keywords
- Marketing, Strategy, Culture, Customer Orientation, Firm Performance, SMEs