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Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan

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  • Afzal, Sarwat

Abstract

In this project an attempt has been made to demonstrate a positive relationship between marketing capabilities and Strategy using Porters framework and corporate performance in an emerging/developing market of Pakistan. This paper reports a study that marketing practice regulates the relationship between marketing capabilities & Strategy using Porters framework and business performance. In turn, the type of marketing practice adopted is moderated by the market served. Various studies have suggested that marketing capabilities & Strategy using Porters framework influences business performance. These discussions are summarized by a theoretical model and a series of theoretical propositions. The results suggest that Marketing Capabilities and Strategy frame exist in the business environment of Pakistan but there is a weak relationship with firm performance.

Suggested Citation

  • Afzal, Sarwat, 2009. "Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan," MPRA Paper 23642, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:23642
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    File URL: https://mpra.ub.uni-muenchen.de/23642/1/MPRA_paper_23642.pdf
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    References listed on IDEAS

    as
    1. N. Venkatraman, 1989. "Strategic Orientation of Business Enterprises: The Construct, Dimensionality, and Measurement," Management Science, INFORMS, vol. 35(8), pages 942-962, August.
    2. Robert M. Grant, 1996. "Prospering in Dynamically-Competitive Environments: Organizational Capability as Knowledge Integration," Organization Science, INFORMS, vol. 7(4), pages 375-387, August.
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    Cited by:

    1. Gabriel Kitenga & J. M. Kilika & A. W. Muchemi, 2020. "The Moderating effect of Firm Size on the impact of Dynamic Capabilities on sustainable Performance of food manufacturing firms Kenya," Technium Social Sciences Journal, Technium Science, vol. 7(1), pages 149-182, May.
    2. Ahmed Agyapong & Hannah Vivian Osei & Samuel Yaw Akomea, 2015. "Marketing Capability, Competitive Strategies And Performance Of Micro And Small Family Businesses In Ghana," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 20(04), pages 1-25, December.

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    More about this item

    Keywords

    Marketing Capabilities; Competitive Advantages; Business strategy; Firm Performance;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    NEP fields

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