【摘 要】
：
As an extension of the resource-based view,marketing capabilities play a critical role in firm performance and the impact of brand management strategies.Using a large global database of brand managers
【机 构】
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Zicklin School of Business,Baruch College,City University of New York
【出 处】
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香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校
论文部分内容阅读
As an extension of the resource-based view,marketing capabilities play a critical role in firm performance and the impact of brand management strategies.Using a large global database of brand managers in the US and Asia,this research identifies which types of marketing capabilities matter and also how their impact on performance varies by region.Four key factors are identified: the firms specific marketing capabilities(such as consumer engagement),the extent of communication and trust between the global and local marketing teams,the centrality of marketing in the firms strategic planning(such as whether marketing leads innovation in the firm),and the ability of the firm to use and leverage big data and analytics.Although broadly speaking marketing capabilities are important,this research highlights that some capabilities matter more than others and that their impact on performance varies between the two regions which include both advanced and emerging markets.
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