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首页> 外文期刊>Journal of Business Research >Comparing the impact of different marketing capabilities: Empirical evidence from B2B firms in China
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Comparing the impact of different marketing capabilities: Empirical evidence from B2B firms in China

机译：比较不同营销能力的影响：来自中国B2B公司的经验证据

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摘要

This research compares three key types of marketing capabilities (static, dynamic, and adaptive capabilities) with one another to examine empirically the relative contribution of each capability type to firm performance under different market conditions. Through two empirical studies with business-to-business managers, this study first develops a scale of adaptive marketing capabilities and then investigates the relationships between all three types of marketing capabilities and firm performance. The results show that adaptive marketing capabilities have the greatest impact on market performance. In addition, while environmental turbulence obliterates the contribution of static marketing capabilities (turning the effect negative), it actually strengthens the relationship between adaptive marketing capabilities and firm performance. Finally, dynamic marketing capabilities have a similar impact under low and high environmental turbulence, suggesting the instability in today's marketplace even within relatively "stable" markets. Together, the insights from this research underscore the importance of differentiating among the three types of marketing capabilities and building a firm's capabilities portfolio depending on firm and market conditions.
机译：这项研究将三种关键类型的营销能力（静态，动态和自适应能力）相互比较，以实证检验每种能力类型对不同市场条件下公司绩效的相对贡献。通过与企业对企业管理者进行的两次实证研究，该研究首先建立了适应性营销能力的规模，然后研究了所有三种类型的营销能力与企业绩效之间的关系。结果表明，自适应营销能力对市场绩效的影响最大。此外，尽管环境动荡抵消了静态营销能力的贡献（将影响变为负面），但实际上却增强了自适应营销能力与企业绩效之间的关系。最后，在低和高环境动荡下，动态营销能力也会产生类似的影响，这表明即使在相对“稳定”的市场中，当今市场也存在不稳定。总之，这项研究得出的见解强调了区分三种营销能力并根据公司和市场条件建立公司能力组合的重要性。

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