<abstract xml:lang="en" xmlns="http://www.w3.org/1999/xhtml"><p>This study investigates the relationships between market orientation, innovation resources, reputational resources, customer related capabilities and distribution-based assets, as well as their impact on both market and financial performance. The results indicate that market orientation is indirectly related to a company's market and financial performance through the four other marketing resources. Reputational resources have a positive impact on loyalty, market share and sales volume, while the impact of innovation resources on the market share and sales volume is more indirect and through customer loyalty. While customer-related capabilities significantly impact customer loyalty, their impact on the market share and sales volume can not be confirmed. On the other hand, the distribution-based assets are only weakly related to loyalty, the market share and the sales volume. The general findings indicate that selected marketing resources impact financial performance indirectly through the creation of customer loyalty and directly through the market share and sales volume.</p></abstract>

This study investigates the relationships between market orientation, innovation resources, reputational resources, customer related capabilities and distribution-based assets, as well as their impact on both market and financial performance. The results indicate that market orientation is indirectly related to a company's market and financial performance through the four other marketing resources. Reputational resources have a positive impact on loyalty, market share and sales volume, while the impact of innovation resources on the market share and sales volume is more indirect and through customer loyalty. While customer-related capabilities significantly impact customer loyalty, their impact on the market share and sales volume can not be confirmed. On the other hand, the distribution-based assets are only weakly related to loyalty, the market share and the sales volume. The general findings indicate that selected marketing resources impact financial performance indirectly through the creation of customer loyalty and directly through the market share and sales volume.

Can Marketing Resources Contribute to Company Performance?

Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia

Organizacija

{"article-title":"Can Marketing Resources Contribute to Company Performance?"}

This study investigates the relationships between market orientation, innovation resources, reputational resources, customer related capabilities and...

Can Marketing Resources Contribute to Company Performance?

Published Online: Oct 17, 2008

Page range: 3 - 13

DOI: https://doi.org/10.2478/v10051-008-0001-y

Keywords
market orientation, innovation resources, reputational resources, customer related capabilities, distribution-based assets, organizational performance

This content is open access.

Can Marketing Resources Contribute to Company Performance?

Published Online: Oct 17, 2008

Page range: 3 - 13

DOI: https://doi.org/10.2478/v10051-008-0001-y

Keywordsmarket orientation, innovation resources, reputational resources, customer related capabilities, distribution-based assets, organizational performance

This content is open access.

Keywords
market orientation, innovation resources, reputational resources, customer related capabilities, distribution-based assets, organizational performance