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Vorhies-Morgan-2005 Marketing Implementation Capability by Sidharth Kotwal is a document available to read on EtoBox.
What is Vorhies-Morgan-2005 Marketing Implementation Capability about?
The document discusses the importance of benchmarking marketing capabilities as a mechanism for achieving sustainable competitive advantage through market-based organizational learning. It highlights the lack of empirical research on the effectiveness of benchmarking in enhancing marketing capabilities and presents a study that examines the relationship between marketing capabilities and business performance. The authors provide insights on the benchmarking process, including identifying relevant capabiliti
- Author
- Sidharth Kotwal
- Language
- EN