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

Heirati, Nima, O'Cass, Aron and Ngo, Liem Viet (2012) The contingent value of marketing and social networking capabilities in firm performance Journal of Strategic Marketing.

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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-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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Heirati, Niman.heirati@surrey.ac.uk
O'Cass, Aron
Ngo, Liem Viet
Date : 16 October 2012
OA Location : https://www.tandfonline.com/doi/abs/10.1080/0965254X.2012.742130
Uncontrolled Keywords : social networking capabilities; relational governance; marketing capability; firm performance; emerging economy
Depositing User : James Marshall
Date Deposited : 17 Feb 2020 13:36
Last Modified : 17 Feb 2020 13:36
URI: http://epubs.surrey.ac.uk/id/eprint/853754

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