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Marketing Capabilities for B2B Firms - Abstract

Authors

Neil A. Morgan (namorgan@indiana.edu), Indiana University
Rebecca J. Slotegraaf (rslotegr@indiana.edu), Indiana University

Abstract

Marketing capabilities are an important source of sustainable competitive advantage and superior firm performance. We examine the nature of marketing capabilities in B2B contexts and review the available empirical evidence in the literature. Drawing on the theoretical and empirical literature, we propose a new taxonomy of different types and hierarchical levels of marketing capabilities for B2B firms. Finally, we calibrate what is known regarding B2B marketing capabilities and identify promising areas for future research that could both make significant contributions to marketing theory and advance management practice in B2B firms.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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