营销能力理论研究进展评析及未来趋势展望
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外国经济与管理 2010 年 第 32 卷第 06 期, 页码：52 - 58
摘要
参考文献
摘要
近十几年来,营销能力作为企业创造优异顾客价值和获取竞争优势的一种重要能力,受到了国内外学者的普遍关注。本文从营销能力的理论基础及内涵、营销能力形成和发展的影响因素、营销能力的评价体系、营销能力对企业绩效的影响等方面梳理了相关的理论成果,并展望了未来的研究趋势,希望为国内学术界的相关研究提供一些启示。
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[2]M ller,K,and Anttila,M.Marketing capability—A key success factor in small business?[J].Journal of Marketing Management,1987,3(2):185-203.
[3]Carson,D,and Gilmore,A.European Journal of Marketing:effective marketing training provision for SME executives[J].Market-ing Intelligence&Planning,1993,11(6):5-7.
[4]Knight,G A,and Dalgic,T.Market orientation,marketing competence and international company performance[R].Paper presen-ted at the Summer American Marketing Association Conference,2000.
[5]Day,G S.The capabilities of market-driven organizations[J].Journal of Marketing,1994,58(Oct.):37-52.
[6]Weerawardena,J.The role of marketing capability in innovation-based competitive strategy[J].Journal of Strategic Marketing,2003,11(1):15-35.
[7]Srivastava,R K,Shervani,T A,and Fahey,L.Marketing,business processes,and shareholder value:An organizationally embed-ded view of marketing activities and the discipline of marketing[J].Journal of Marketing,1999,63(Special Issue):168-179.
[8]Bruni,D S,and Verona,G.Dynamic marketing capabilities in science-based firms:An exploratory investigation of the pharmaceuti-cal industry[J].British Journal of Management,2009,20(Supplement 1):101-117.
[9]Fang,Eric(Er),and Zou,Shaoming.Antecedents and consequences of marketing dynamic capabilities in international joint ventures[J].Journal of International Business Studies,2009,40(5):742-761.
[10]高芳.动态环境下营销能力的构建[J].武汉大学学报(哲学社会科学版),2008,61(3):432-436.
[11]Grant,R M.Prospering in dynamically-competitive environments:Organizational capability as knowledge integration[J].Organiza-tional Science,1996,7(4):375-387.
[12]Fahy,J,et al.The development and impact of marketing capabilities in Central Europe[J].Journal of International Business Stud-ies,2000,31(1):63-81.
[13]Hooley,G,et al.Marketing capabilities and firm performance:A hierarchical model[J].Journal of Market Focused Management,1999,4(3):259-278.
[14]Xiong,Wei,and Shang,Xiaoyan.High-tech marketing competence:A comparative study of research findings[J].InternationalManagement Review,2007,3(3):66-75.
[15]Amabile,T M,et al.Assessing the work environment for creativity[J].Academy of Management Journal,1996,39(5):1 154-1 184.
[16]Chang,Tung-lung.Cultivating global experience curve advantage on technology and marketing capabilities[J].Journal of MarketingPractice:Applied Marketing Science,1997,3(4):230-250.
[17]Conant,J S,Mokwa,M P,and Varadarajan,P R.Strategic types,distinctive marketing competencies and organizational perform-ance:A multiple measures-based study[J].Strategic Management Journal,1990,11(5):365-383.
[18]Krasnikov,A,and Jayachandran,S.The relative impact of marketing,research-and-development,and operations capabilities onfirm performance[J].Journal of Marketing,2008,72(Jul.):1-11.
引用本文
韩德昌, 韩永强. 营销能力理论研究进展评析及未来趋势展望[J]. 外国经济与管理, 2010, 32(6): 52–58.
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