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The contingent value of marketing and social networking capabilities in firm performance

Lookup NU author(s): Dr Nima Heirati

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Abstract

Recent research shows a continued interest by scholars in understanding the extent that firms develop and deploy marketing capability in an effort to enhance their market- and financial-based performance. In conjunction with the marketing literature, relational governance scholars suggest that social networks can provide access resources and knowledge required to perform business activities which assist in achieving performance objectives. Yet, the literature is almost silent about the extent that social networks assist market-oriented firms in their efforts to develop superior marketing capability to enhance performance. The findings from a survey of 160 firms in an emerging Middle Eastern economy show that market-oriented firms are better at developing and deploying marketing capability when the levels of business, political, and academic ties are high.

Publication metadata

Author(s): Heirati N, O'Cass A, Ngo LV

Publication type: Article

Publication status: Published

Journal: Journal of Strategic Marketing

Year: 2013

Volume: 21

Issue: 1

Pages: 82-98

Print publication date: 01/01/2013

Online publication date: 19/12/2012

Date deposited: 10/03/2016

ISSN (print): 0965-254X

ISSN (electronic): 1466-4488

Publisher: Routledge

URL: http://dx.doi.org/10.1080/0965254X.2012.742130

DOI: 10.1080/0965254X.2012.742130

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