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Marketing capabilities and firm performance: literature review and future research agenda

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  • Shampy Kamboj
  • Zillur Rahman

Abstract

Purpose - – The purpose of this paper is to broaden the body of knowledge on marketing capabilities (MC) and firm performance (FP) by presenting a systematic review of literature along with providing a path for future research agenda. Design/methodology/approach - – In total, 101 empirical research papers from 51 different journals of online databases were selected systematically. The papers were reviewed thoroughly and summarized under strategic, functional and operational marketing capability classifications. Findings - – The paper depicts a research field that is immature and developing quickly. The results found were diverse in terms of publication trend, industries and countries studied in reviewed articles. Product, price, promotion and distribution found as majorly studied measures of MC with mainly positive and significant impact on FP. In identified 38 different measures of FP, highly used were market share, customer satisfaction, sales growth, profitability and ROI. The findings also present the summary of different internal and contextual factors driving MC. In addition, from the review some of the research gaps also found that helps scholars in future research. Research limitations/implications - – The review was guided by considering peer review journals with inclusion criteria that have restricted the findings. This paper will be utilitarian for both academicians and managers. Originality/value - – This is the first paper that demonstrates a systematic review of literature on MC and FP for the period 1987-2014. The study also addresses gaps in this field and represent them in the form of research inquiries for further probe.

Suggested Citation

  • Shampy Kamboj & Zillur Rahman, 2015. "Marketing capabilities and firm performance: literature review and future research agenda," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 64(8), pages 1041-1067, November.
    • Handle: RePEc:eme:ijppmp:v:64:y:2015:i:8:p:1041-1067
    DOI: 10.1108/IJPPM-08-2014-0117
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    Citations

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    Cited by:

    1. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi & Iqbal Ahmad Hakim, 2019. "Understanding Social Marketing and Well-being: A Review of Selective Databases," Vikalpa: The Journal for Decision Makers, , vol. 44(2), pages 75-87, June.
    2. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    3. André de Abreu Saraiva Monteiro Alves & Fernando Manuel Pereira de Oliveira Carvalho, 2022. "How Dynamic Managerial Capabilities, Entrepreneurial Orientation, and Operational Capabilities Impact Microenterprises’ Global Performance," Sustainability, MDPI, vol. 15(1), pages 1-23, December.
    4. Gupta, Parul & Chauhan, Sumedha, 2021. "Firm capabilities and export performance of small firms: A meta-analytical review," European Management Journal, Elsevier, vol. 39(5), pages 558-576.
    5. Marek Vokoun & Romana Píchová, 2020. "Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector," IJFS, MDPI, vol. 8(1), pages 1-9, February.
    6. Lenka Syrová & Jindřich Špička, 2023. "Exploring the indirect links between enterprise risk management and the financial performance of SMEs," Risk Management, Palgrave Macmillan, vol. 25(1), pages 1-27, March.
    7. Bernard J. Jaworski & Robert S. Lurie, 2019. "Building marketing capabilities: principles from the field," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 372-380, December.
    8. Andrea Moretta Tartaglione & Vincenzo Formisano, 2018. "A Dynamic View of Marketing Capabilities for SMEs¡¯ Export Performance," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 126-135, March.
    9. Divya Keerthika, 2018. "A Multiple Measure of Organizational Performances and its Effect on Distinctive Marketing Competencies: An Empirical Study of India and the Maldives," GATR Journals jmmr190, Global Academy of Training and Research (GATR) Enterprise.
    10. Merima Cinjarevic & Almir Peštek & Sanja Tufo, 2019. "The Distinctiveness of Rural Tourism Marketing Practices: The Case Study of Bosnia and Herzegovina," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 12(2), pages 173-184.
    11. Christian Homburg & Dominik M. Wielgos, 2022. "The value relevance of digital marketing capabilities to firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 666-688, July.

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