Munich Personal RePEc Archive

Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan

Afzal, Sarwat (2009): Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan. Published in: IUB Journal of Social Sciences and Humanities , Vol. 7, No. 2 (November 2009): pp. 88-102.

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Abstract

In this project an attempt has been made to demonstrate a positive relationship between marketing capabilities and Strategy using Porters framework and corporate performance in an emerging/developing market of Pakistan. This paper reports a study that marketing practice regulates the relationship between marketing capabilities & Strategy using Porters framework and business performance. In turn, the type of marketing practice adopted is moderated by the market served. Various studies have suggested that marketing capabilities & Strategy using Porters framework influences business performance. These discussions are summarized by a theoretical model and a series of theoretical propositions. The results suggest that Marketing Capabilities and Strategy frame exist in the business environment of Pakistan but there is a weak relationship with firm performance.

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