عنوان انگلیسی مقاله:

Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance

ترجمه عنوان مقاله: تسلط بین آمیخته بازاریابی و قابلیت های تمرکز بر مشتری به منظور افزایش عملکرد محصول جدید

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 33 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: This study aims to address the extent that the deployment of and complementarity between marketing mix and customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform their market knowledge into effective responsive actions that help to achieve new product success.

Design/methodology/approach: A questionnaire was used as the primary means of data collection. Data from 160 large business-to-business firms across a variety of industries in Iran were analyzed using partial least squares regression to test the hypothesized paths.

Findings: The results show that market-oriented firms are better at deploying marketing mix, brand management and customer relationship management capabilities, and these capabilities help to drive new product performance, and the complementarity between these marketing capabilities enhances the firm’s capacity to achieve new product success more than deploying each capability in isolation.

Originality/value: In contrast to many existing studies, this study is the first to examine the role of marketing mix, brand management and customer relationship management capabilities and their complementarity as intervening mechanisms in the relationship between market orientation (MO) and new product performance. Further, this study extends the marketing literature by investigating the role of different forms of marketing capabilities in a complementary fashion in the context of a Middle Eastern economy.

Keywords: Capability, Brand management, Complementarity, Customer relationship management, Marketing mix, New product performance

مقدمه مقاله

Recent research shows the continued interest in understanding the role of marketing capabilities in driving firms’ market success and financial performance (Morgan et al., 2009, Murray et al., 2011). The importance of marketing capabilities can be seen in the arguments of Murray et al. (2011) and others who contend that the firm’s market knowledge (often couched in terms of knowledge about customer needs, competitor actions, and market trends) have only potential value. The deployment of appropriate marketing capabilities is what provides the capacity to transform market knowledge into market success and superior financial performance-outcomes (Murray et al., 2011, Ngo and O’Cass, 2012). Marketing capabilities are developed when the marketing knowledge and skills of employees are combined and applied to perform specific marketing activities (Grant, 1996, Orr et al., 2011, Heirati et al., 2012). In this sense, market-oriented behaviors such as market knowledge generation and its dissemination act as the firms’ market sensing ability that provide the foundation to drive organizational responsiveness (Hult et al., 2005) through the development of unique marketing capabilities (Murray et al., 2011, Ngo and O’Cass, 2012). As such, market oriented firms are those that are better in transforming knowledge of the market into knowledge of what to do and how to do it (i.e., which capability to develop and deploy that enacts the market knowledge) (Heirati et al., 2012, Ngo and O’Cass, 2012).

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