Description

Strategic marketing management and firm performance provides the reader with a critical understanding of the core theoretical as well as practical implications of the subject. The book reviews the existing literature and provides a comprehensive synthesis of the literature to develop the argument. The resource-based view of the firm has been used as an underpinning theory to develop the conceptual framework to investigate the role of dynamic capabilities to enhance firms' performance. This book explores three key themes including strategic orientation with a focus on strategic marketing orientation, dynamic capabilities and firm performance. It critically discusses marketing, entrepreneurial, and technology orientation in developing strategy. It contributes to the existing theories by analysing the role of dynamic capabilities on the relationship between strategic orientation and firm performance. This book benefits from state-of-the-art methodology using structural equation modelling to test the hypotheses. This book is a rich source for academics and the researchers to be used for designing their research strategy and also provides managerial implications for the practitioners.