The capabilities and performance advantages of market‐driven firms
Abstract
Although progress has been made in understanding market‐driven businesses from a theoretical perspective, relatively few empirical studies have addressed the capabilities needed to become market‐driven and the performance advantages accruing to firms possessing these capabilities. One of the barriers faced has been in defining what is meant by the term “market‐driven”. Develops a multi‐dimensional measure useful for assessing the degree to which a firm is market‐driven. Presents evidence that market‐driven business units developed higher levels of six vital marketing capabilities (in the areas of market research, pricing, product development, channels, promotion, and market management) than their less market‐driven rivals and significantly outperformed these rival business units on four measures of organizational performance.
Keywords
Citation
Vorhies, D.W., Harker, M. and Rao, C.P. (1999), "The capabilities and performance advantages of market‐driven firms", European Journal of Marketing, Vol. 33 No. 11/12, pp. 1171-1202. https://doi.org/10.1108/03090569910292339
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited