Online from: 1989
Subject Area: Marketing
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|Title:||The mediating role of marketing capability: evidence from Korean companies|
|Author(s):||Sohyoun Shin, (Management Department, Eastern Washington University, Spokane, Washington, USA), Kirk Damon Aiken, (Management Department, Eastern Washington University, Spokane, Washington, USA)|
|Citation:||Sohyoun Shin, Kirk Damon Aiken, (2012) "The mediating role of marketing capability: evidence from Korean companies", Asia Pacific Journal of Marketing and Logistics, Vol. 24 Iss: 4, pp.658 - 677|
|Keywords:||Competitor orientation, Customer orientation, Korea, Learning orientation, Market orientation, Marketing capability, Organizational performance, Technology orientation|
|Article type:||Research paper|
|DOI:||10.1108/13555851211259070 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this paper is to shift the research focus from singular investigations of strategic orientations (i.e. learning, technology, market, customer, and competitor) to a broadened exploration of how various
Design/methodology/approach – Mail and e-mail surveys were received from 198 Korean executives among the nation's Top 500 firms (across various industries). Generally, multiple regression analyses were conducted to test the various hypotheses.
Findings – Data confirm that each strategic orientation has distinct paths through marketing capability (single or multiple, and mediating) that significantly impact firm performance.
Practical implications – Fostering marketing capability, including marketing planning and implementation ability, will have a direct positive impact on firm performance. In addition, companies should understand how differently their cultural resources and orientations affect firm performance.
Originality/value – This paper is the first to argue that a deployment mechanism, marketing capability, is needed between strategic orientations and business performance. The paper further contributes by extending geographic generalizability to Asian countries (since the majority of extant research on organizational orientations and capabilities comes from western countries).
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