Improving customer-focused marketing capabilities and firm financial performance via marketing exploration and exploitation

• Published in: Journal of the Academy of Marketing Science Vol. 39; no. 5; pp. 736 - 756
• Main Authors: Vorhies, Douglas W., Orr, Linda M., Bush, Victoria D.
• Format: Journal Article
• Language: English
• Published: Boston Springer US 01.10.2011; Springer Science + Business Media LLC; Springer; Springer Nature B.V
• Subjects: Alliances; Analysis; Beziehungsmarketing; Brand management; Business and Management; Business-to-business market; Competitive advantage; Correlation analysis; Customer relationship management; Exploitation; Financial performance; Investigations; Knowledge; Learning; Literature; Market strategy; Marketing; Marketingmanagement; Organizational learning; Original Empirical Research; Social Sciences; Studies; Unternehmenserfolg; United States; Firm performance; Exploration; Marketing capabilities; Complementarity; Exploitation

Evidence within the marketing literature has shown that marketing capabilities are important drivers of firm performance. However, very little is known about how firms improve their marketing capabilities via the embedding of new market knowledge. Organizational learning theory provides us with a th...