Building marketing capabilities: principles from the field
Placing the problem in context
Over the past 30 years, the field of strategy has shifted from a marketplace orientation focused on a firm’s position within a particular industry structure (e.g., Porter 1980) to an internal perspective focused on a firm’s capabilities (Rumelt et al. 1991). This capabilities orientation begins the search for competitive advantage by critically assessing distinctive, hard to duplicate resources that give rise to defendable competitive positions (e.g., Rumelt et al. 1991). Building on this notion of distinctive capabilities, Day (1994) examined three broad categories of marketing capabilities: outside-in (e.g. market sensing), inside-out (e.g., manufacturing) and boundary spanning (e.g., order fulfillment). Since Day’s work, research has focused on both cataloguing marketing capabilities and benchmarking this broader, more comprehensive set of marketing capabilities (Vorhies and Morgan 2005).
In addition to the cataloguing and benchmarketing, research has...
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