Journal of Market-Focused Management

, Volume 4, Issue 3, pp 259–278 | Cite as

Marketing Capabilities and Firm Performance: A Hierarchical Model

  • Graham Hooley
  • John Fahy
  • Tony Cox
  • Jozsef Beracs
  • Krzysztof Fonfara
  • Boris Snoj


The resource based theory of the firm (RBV) is briefly reviewed together with its recent application in the marketing literature. Significant contributions by Webster (1992) and Day (1994) are identified and an integration of the two presented as a hierarchical model of marketing capabilities. Three research propositions concerning the relationships between marketing capabilities and performance are developed and tested empirically in the transition economies of central and eastern Europe. In line with expectations from the theory of the RBV, higher order marketing capabilities are seen to be more important than operational capabilities in explaining superior competitive performance. The overall model is shown to be a helpful conceptualization of marketing capabilities and a number of issues for further research are identified.

resource based theory of the firm marketing capabilities competitive positioning 


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Copyright information

© Kluwer Academic Publishers 1999

Authors and Affiliations

  • Graham Hooley
    • 1
  • John Fahy
    • 2
  • Tony Cox
    • 3
  • Jozsef Beracs
    • 4
  • Krzysztof Fonfara
    • 5
  • Boris Snoj
    • 6
  1. 1.Aston Business SchoolAston UniversityUnited Kingdom
  2. 2.Limerick UniversityIreland
  3. 3.Aston Business SchoolUnited Kingdom
  4. 4.Budapest University of Economic SciencesBudapestHungary
  5. 5.Wielkopolska Business SchoolUniversity of PoznanPoznanPoland
  6. 6.MariborSlovenia

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