Marketing capabilities: antecedents and implications for B2B SME performance

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Title Marketing capabilities: antecedents and implications for B2B SME performance
Author Merrilees, Bill; Rundle-Thiele, Sharyn; Lye, Ashley Roland
Journal Name Industrial Marketing Management
Year Published 2011
Place of publication United States
Publisher Elsevier
Abstract The study provides a new perspective on SME marketing strategies in the B2B context. Using a resource-based view of the firm, the study develops a structural model linking marketing capabilities and marketing performance. A study of 367 SME Australian firms reveals that two key marketing capabilities, namely branding and innovation, have major performance outcomes in the SME B2B context. This is the first SME study to evaluate concurrently the contribution of innovation and branding marketing capabilities, with innovation capability the strongest determinant of SME performance. The study also finds market orientation and management capability act as enabling mechanisms for building marketing capabilities. Disaggregation tests indicate that the same findings apply to three size categories denoting micro firms (less than 20 staff), small firms (20–99 staff) and medium-sized firms (100–499 staff).
Peer Reviewed Yes
Published Yes
Alternative URI
Volume 40
Issue Number 3
Page from 368
Page to 375
ISSN 0019-8501
Date Accessioned 2012-01-15; 2012-02-14T05:37:54Z
Research Centre Griffith Institute For Tourism; Population and Social Health Research Program
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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