Year: 2004
Type: conference-paper
Abstract: A manager’s perception of their industry environment has the potential to impact the firms marketing strategy. This may be particularly so with regard to perceptions driving a firm’s market focused learning and marketing capability. This paper theorizes that firms operating within a competitive industry environment tend to build superior market focused learning capabilities which in turn enable them to build superior marketing capabilities. Both market learning and marketing capabilities lead to higher brand performance. The results largely support the hypothesized relationship suggesting the need to examine other firm-specific factors driving the capability-building activity.
Authors: Aron O’Cass, Jay Weerawardena, Craig C Julian
Institution: Southern Cross University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1592901100