Marketing Capability under Dynamic Environment: A Theoretical Discussion and its Effect Mechanism

摘要：

Marketing capability is regarded as one of the most important capability among all the resource and capabilities of an enterprise,it is enterprises dynamic resource representing core competence character that produced and developed during their marketing activities,and is enterprises important source of persistent competitive advantages since it is exiguous and can hardly be imitated.The development of marketing capability is a process of organizational study and knowledge management.The significance why enterprise fosters marketing capability is due to its impact on enterprise performance.

关键词： marketing capability competitive advantage environment uncertainty enterprise performance

作者: LIU Quanhong WANG Tao

作者单位: School of Economics and Management,Wuhan University,P.R.China,430072

会议类型: 国际会议

会议名称: 2007 International Conference on Management Science and Engineering(2007管理科学与工程国际学术会议)

会议地点: 河南焦作

会议语种:英文

页码: 1040-1044

在线出版日期: 2007-08-20（万方平台首次上网日期，不代表论文的发表时间）