دانلود رایگان مقاله انگلیسی مقایسه تاثیرات قابلیت های بازاریابی مختلف: شواهد از شرکت های B2B در چین - الزویر 2018

ABSTRACT

This research compares three key types of marketing capabilities (static, dynamic, and adaptive capabilities) with one another to examine empirically the relative contribution of each capability type to firm performance under different market conditions. Through two empirical studies with business-to-business managers, this study first develops a scale of adaptive marketing capabilities and then investigates the relationships between all three types of marketing capabilities and firm performance. The results show that adaptive marketing capabilities have the greatest impact on market performance. In addition, while environmental turbulence obliterates the contribution of static marketing capabilities (turning the effect negative), it actually strengthens the relationship between adaptive marketing capabilities and firm performance. Finally, dynamic marketing capabilities have a similar impact under low and high environmental turbulence, suggesting the instability in today's marketplace even within relatively “stable” markets. Together, the insights from this research underscore the importance of differentiating among the three types of marketing capabilities and building a firm's capabilities portfolio depending on firm and market conditions.

5. Discussion

It is well established in the marketing literature that marketing capabilities affect firm performance. However, as our understanding of marketing capabilities becomes more nuanced, there is an increasing need to examine and compare the relative role various marketing capability types play in firm performance. Filling this gap, the current paper builds on Day's (2011) framework and compares empirically the effects of static, dynamic, and adaptive MCs under different levels of environmental turbulence. Using existing scales for static and dynamic MCs and the newly developed scale for adaptive MC from Study 1, we found that adaptive MC has the greatest impact on firm market performance, while static and dynamic MCs contributed equally to performance. This finding lends empirical support to Day's (2011) theoretical proposition that adaptive MC is the most important marketing capabilities in today's fast-changing market.

Interestingly, the relative dynamics of these effects change when the market environment becomes more or less turbulent. Under low environmental turbulence, static and dynamic MC are both essential to firm performance while adaptive MC has a negligible effect. In contrast, when environmental turbulence is high, dynamic and adaptive MCs become much more critical. In such situations, not only does static MC not help improve performance, but too much static MC actually hinders firm performance. As consumer demands are difficult to predict in a highly turbulent environment, too much emphasis on traditional marketing efforts (e.g., advertising and promotion) based on a firm's static MC can be easily misguided and may blind the firm's foresight into the uncertain future. These findings dispel the belief that all marketing capabilities are beneficial and the more the better, and suggest the need to adopt a firm's mix of marketing capabilities to the market the firm operates in.