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Do Marketing Talents Matters? Its Relationship to Marketing Capability and Performance

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  • Lichung Jen
  • Yichun Liu

Abstract

The discussion of marketing capability on firms’ performance has been well documented for the last two decades. Most of the previous studies regarding the measurement of marketing capability are based solitary on the attitude of top managers. However, employees’ marketing talents are rarely discussed. This study, we propose a two-order factor hierarchy model utilizing a new pairwise survey approach to evaluate managers’ marketing capability and employees’ marketing talent. A preliminary questionnaire was developed to conduct an empirical study, of which four companies over 2,000 employees were surveyed. This study identified the positive impact of employee marketing talent and managerial marketing capability to organizational performance. Theoretical contribution, managerial implication and limitations are also discussed.

Suggested Citation

  • Lichung Jen & Yichun Liu, 2020. "Do Marketing Talents Matters? Its Relationship to Marketing Capability and Performance," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(1), pages 1-69, March.
    • Handle: RePEc:ibn:ijmsjn:v:11:y:2020:i:1:p:69
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    References listed on IDEAS

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    2. Masaaki Kotabe & Srini S Srinivasan & Preet S Aulakh, 2002. "Multinationality and Firm Performance: The Moderating Role of R&D and Marketing Capabilities," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(1), pages 79-97, March.
    3. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    4. Morgan, Neil A. & Slotegraaf, Rebecca J. & Vorhies, Douglas W., 2009. "Linking marketing capabilities with profit growth," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 284-293.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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