The financial contribution of customer-oriented marketing capability

Author
Angulo, Fernando
Donthu, Naveen
Prior, Diego
Rialp, Josep
Faculty Advisor
Date
2014
Keywords
marketing research , customer satisfaction , brand equity , relationship marketing , network data envelopment analysis
Abstract (summary)
This article assesses the financial contribution of marketing capability. In contrast with previous research, which conceptualizes marketing capability as the deployment of marketing resources to achieve sales, this study conceives marketing capability as the deployment of marketing resources to achieve the ultimate objectives of customer satisfaction and brand equity (i.e., customer-oriented marketing capability [COMC]). Thus, this research disentangles the dynamic relationships among marketing resources, sales, customer satisfaction, and brand equity through the use of network Data Envelopment Analysis to capture COMC. According to what the value relevance perspective proposes, COMC positively influences the growth of Tobin's q and improves the growth of analysts' recommendations. These findings remain robust and consistent with the use of additional measures and methods common to the marketing and financial literatures. Our study provides tools and a framework for analysis for managers to maximize their ability to use marketing strategy to drive performance.
Publication Information
Angulo-Ruiz, Fernando, Naveen Donthu, Diego Prior, and Josep Rialp (2014), “The financial contribution of customer-oriented marketing capability,” Journal of the Academy of Marketing Science, 42, 380-399. http://doi.org/10.1007/s11747-013-0353-6
Notes
Item Type
Article
Language
English
Rights
All Rights Reserved