Exploring marketing effectiveness via market orientation, resource possession and marketing capability

This paper focuses specifically on marketing resource possession, and marketing capability deployment within the broader theoretical domain of resource based theory. We argue that “possession of valuable resources” (resource-possession) does not fully explain economic rent differentials between firms. Instead, the effect that resource-possession has on economic rent depends on “what firms do with their resources” (capability-deployment). This contention is tested by examining the relationship between market orientation (MO), marketing resource possession, marketing resource deployment, and marketing effectiveness.