A study of market knowledge competence as a source of SBU performance.

摘要

This dissertation integrates two streams of literature in strategic management, namely resource-based theory and the competence-based approach, and provides a link to marketing. In this context, firm-specific resources and activities, and firm performance are examined in a single model. The proposed model suggests that resources are leveraged through activities in order to develop and sustain a competitive advantage. This advancement will improve our understanding of how firm-specific resources and activities are interrelated to influence competitive advantage.; In view of this, firm-specific marketing resources include relational assets consisting of retailer/distributor equity, supplier equity, and market orientation culture. Activities, which involve the market knowledge generation and utilization process, include market scanning, market information transmission, market information interpretation , and market knowledge utilization. These market knowledge activities represent the components of market knowledge competence. Finally, the components of firm performance are identified as customer performance, marketing strategy formulation and implementation speed, marketing learning performance, and financial performance.; The findings of this dissertation suggest that retailer/distributor equity increases market knowledge competence; however no association is found for the relationship between supplier equity and market knowledge competence. Further, market orientation culture contributes to the level of market knowledge competence.; Market knowledge competence influences firm performance in several ways. First, market knowledge competence enhances customer performance. Second, it increases the speed of marketing strategy formulation and implementation. Third, market knowledge competence improves marketing learning performance.; Marketing strategy formulation and implementation speed also produces positive returns to the firm. Fast marketing strategy formulation and implementation increases customer performance, financial performance, and marketing learning performance. Finally, financial performance is enhanced by customer and marketing learning performance. These results and plausible explanations are discussed and future research directions are provided.