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On explaining performance differentials Marketing and the managerial theory of the firm

机译：关于解释绩效差异市场营销与企业管理理论

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摘要

Efforts to develop a managerially meaningful alternative to the neoclassical theory of the firm have always been an important part of theory development in marketing. This paper argues that the main explanandum of a managerial theory of the firm is performance differentials between firms. Marketing shares an interest in explaining performance differentials with strategic management and organizational economics. We show that a generic understanding of the sources of performance differentials is emerging across these three disciplines, and we incorporate this understanding in a unifying conceptual framework that is both managerially relevant and embedded in economic theory. We discuss market orientation literature in light of this framework, and present the prospects for developing it into an actionable view of how marketing can contribute to the success of the firm.
机译：开发一种对管理人员有意义的替代新古典理论的方法一直是营销理论发展的重要组成部分。本文认为，企业管理理论的主要解释是企业之间的绩效差异。市场营销与战略管理和组织经济学共同解释绩效差异感兴趣。我们表明，这三个学科之间正在出现对绩效差异来源的一般理解，并将这种理解纳入管理上相关且嵌入经济理论的统一概念框架中。我们将根据此框架讨论市场导向文献，并提出将其发展为可行的观点，以了解营销如何为公司的成功做出贡献。

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