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)
The University of North Carolina at Pembroke (UNCP )
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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.

Additional Information

Language: English
Date: 2006
Marketing, Strategy, Culture, Customer Orientation, Firm Performance, SMEs

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