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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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.
|Item Type:||MPRA Paper|
|Original Title:||Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan|
|English Title:||Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan|
|Keywords:||Marketing Capabilities, Competitive Advantages, Business strategy, Firm Performance|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M30 - General
|Depositing User:||Sarwat Afzal|
|Date Deposited:||05. Jul 2010 17:36|
|Last Modified:||13. Feb 2013 01:35|
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