The performance impact of marketing resources

Graham J. Hooley*, Gordon E. Greenley, John W. Cadogan, John Fahy

*Corresponding author for this work

Research output: Contribution to journalSpecial issue

Abstract

Recently, there has been much interest in the role of marketing resources in contributing to the creation of competitive advantage and subsequently firm performance. Most of this work to date, however, has been conceptual or theoretical in nature, and there has been little empirical research into the nature and impact of marketing resources. Drawing on literature from both the marketing and strategic management disciplines, the authors develop and empirically test scales for measuring marketing resources and assess their impact on performance outcomes. The findings indicate that marketing resources impact on financial performance indirectly through creating customer satisfaction and loyalty and building superior market performance. © 2003 Elsevier Inc. All rights reserved.

Original languageEnglish
Pages (from-to)18-27
Number of pages10
JournalJournal of Business Research
Volume58
Issue number1
DOIs
Publication statusPublished - Jan 2005

Keywords

  • competitive advantage
  • firm performance
  • marketing resources

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    Hooley, G. J., Greenley, G. E., Cadogan, J. W., & Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1), 18-27. https://doi.org/10.1016/S0148-2963(03)00109-7