Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms

2021 ◽  
Author(s):  
Jifeng Mu ◽  
Jonathan Z. Zhang
Keyword(s):  
Marketing Capability ◽  
Brand Reputation ◽  
Consumer Journeys

A STUDY OF STRATEGIC ALLIANCES, MARKETING CAPABILITY, AND FIRM VALUE

2018 ◽  
Vol 2018 ◽  
pp. 311-311
Author(s):  
Woo Li Ko ◽  
◽  
Sang Yong Kim ◽  
Jong-Ho Lee
Keyword(s):  
Strategic Alliances ◽  
Firm Value ◽  
Marketing Capability

An agile marketing capability maturity framework

2021 ◽  
Vol 86 ◽  
pp. 104347
Author(s):  
Ludovica Moi ◽  
Francesca Cabiddu
Keyword(s):  
Marketing Capability ◽  
Capability Maturity

scholarly journals Why Not Knowledge-Based HRM? Its Direct and Indirect Effect on Innovative Service Offerings

SAGE Open ◽  
2020 ◽  
Vol 10 (4) ◽  
pp. 215824402098300
Author(s):  
Norwan Ahmad ◽  
Ng Siew Imm ◽  
Yuhanis Abdul Aziz ◽  
Norazlyn Kamal Basha
Keyword(s):  
Resource Management ◽  
Human Resource Management ◽  
Human Resource ◽  
Dynamic Capabilities ◽  
Management Practices ◽  
Business Service ◽  
Marketing Capability ◽  
Cross Sectional Survey ◽  
Knowledge Based ◽  
Human Resource Management Practices

This article is aimed at examining the effect, direct and indirect, of knowledge-based human resource management on innovative offerings of service small and medium-sized enterprises (SMEs). Knowledge-based human resource management essentially reflects the central role played by the embedded knowledge-centric human resource management practices, which may lead to new or improved services. A cross-sectional survey was implemented involving a sample of 278 business service SMEs from Malaysia and indicated two key findings from the study. First, knowledge-based human resource management was found to positively influence innovative service offerings. Second, dynamic capability in the aspects of entrepreneurial orientation, marketing capability, and technological capability were found to mediate the knowledge-based human resource management–innovative service offerings relationship. This study espouses the potentials of creating innovative service offerings among business service SMEs through embedding knowledge perspective in human resource management practices as well as investment in dynamic capabilities.

Marketing capability and new venture survival: The role of marketing myopia

2021 ◽  
Vol 93 ◽  
pp. 307-326
Author(s):  
Pankaj C. Patel ◽  
Cong Feng ◽  
Maria João Guedes
Keyword(s):  
New Venture ◽  
Marketing Capability

How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size

2019 ◽  
Vol 35 (2) ◽  
pp. 231-243 ◽  
Author(s):  
Yi Xie ◽  
Xiaoying Zheng
Keyword(s):  
Brand Equity ◽  
Firm Size ◽  
Small Firms ◽  
Learning Orientation ◽  
Innovation Capability ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Content Type ◽  
Corporate Learning ◽  
The Impact

Purpose This paper aims to examine the role of learning orientation in building brand equity for B2B firms. The present research proposes that learning orientation contributes to the development of innovation and marketing capabilities and, in turn, leads to enhanced industrial brand equity. Furthermore, the moderating effect of firm size in these processes is investigated. Design/methodology/approach The hypotheses are tested by administering a survey with a set of managers of manufacturing firms in China. Findings Innovation capability and marketing capability serve as the mediators between learning orientation and industrial brand equity. The mediating path through innovation capability is stronger for small firms than for large firms. Research limitations/implications Learning orientation provides a cultural base for B2B firms to cultivate brand equity. Measurement of industrial brand equity and contingency of its effect requires further investigation. Practical implications To transform learning-oriented culture into brand equity, firms need to develop and manage innovation and marketing capabilities. The learning orientation–innovation capability route is more beneficial for small firms. Originality/value While a majority of prior literature ignores the impact of organizational culture in driving industrial brand equity, the present research explores learning orientation as a key cultural antecedent of industrial brand equity. A more refined industrial-brand-equity-building mechanism from learning orientation to corporate capabilities and then to brand equity is proposed and tested. The mechanism varies with firm size.

Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity

2021 ◽  
Vol 171 ◽  
pp. 120946
Author(s):  
Woon Leong Lin ◽  
Jo Ann Ho ◽  
Murali Sambasivan ◽  
Nick Yip ◽  
Azali Bin Mohamed
Keyword(s):  
Innovation Strategy ◽  
Brand Value ◽  
Marketing Capability ◽  
Green Innovation
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