Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance

The purpose of the research is to analyze the organizational antecedents of marketing capabilities and their impact on business performance using a sample of small and medium enterprises (SMEs). More specifically, the research analyzes the effect of the organizations’ internal marketing (IM) practic...

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Detalles Bibliográficos
Autores: Santos-Vijande, Leticia, Sanzo-Pérez, María, Trespalacios Gutiérrez, Juan, Rodríguez, Nuria
Tipo de recurso: artículo
Fecha de publicación:2012
País:Perú
Institución:Pontificia Universidad Católica del Perú
Repositorio:PUCP-Institucional
Idioma:inglés
OAI Identifier:oai:repositorio.pucp.edu.pe:20.500.14657/194808
Acceso en línea:https://repositorio.pucp.edu.pe/index/handle/123456789/194808
Access Level:acceso abierto
Palabra clave:SME
Customer performance
Internal marketing
Marketing capabilities
Organizational performance
https://purl.org/pe-repo/ocde/ford#5.02.04
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spelling 2023-07-21T19:18:17Z2023-07-21T19:18:17Z2012https://repositorio.pucp.edu.pe/index/handle/123456789/194808The purpose of the research is to analyze the organizational antecedents of marketing capabilities and their impact on business performance using a sample of small and medium enterprises (SMEs). More specifically, the research analyzes the effect of the organizations’ internal marketing (IM) practices on the employees’ implementation of a coordinated set of commercial abilities crucial to firms’ competitiveness. Results of the research indicate that IM, or the management of human resources as internal organizational clients, is a key determinant in motivating employees effectively to develop both strategic and operational marketing capabilities. Marketing capabilities exert a significant and positive effect on clients’ satisfaction and loyalty, which ultimately lead to better organizational performance in terms of sales, profit, and market share. The research also contributes to the scarce amount of empirical evidence on the positive and direct effect of IM strategies on business performance.engPontificia Universidad Católica del Perú. CENTRUMPEurn:issn:1851-6599info:eu-repo/semantics/openAccesshttp://creativecommons.org/licenses/by/4.0Journal of CENTRUM Cathedra, Vol. 5, Issue 1reponame:PUCP-Institucionalinstname:Pontificia Universidad Católica del Perúinstacron:PUCPSMECustomer performanceInternal marketingMarketing capabilitiesOrganizational performancehttps://purl.org/pe-repo/ocde/ford#5.02.04Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performanceinfo:eu-repo/semantics/articleArtículoSantos-Vijande, LeticiaSanzo-Pérez, MaríaTrespalacios Gutiérrez, JuanRodríguez, NuriaORIGINALJCC-5.1-65.pdfJCC-5.1-65.pdfTexto completoapplication/pdf691261https://repositorio.pucp.edu.pe/bitstreams/22113bef-2075-4065-a8e3-27f4f9fcc187/downloadabbcbcf492f1f18fc5eca4272938def0MD51trueAnonymousREADTHUMBNAILJCC-5.1-65.pdf.jpgWritten by FormatFilter org.dspace.app.mediafilter.ImageMagickPdfThumbnailFilter on 2023-07-21T21:04:21Z (GMT).IM Thumbnailimage/jpeg21532https://repositorio.pucp.edu.pe/bitstreams/1eb8eee3-32ce-4a7f-ba76-5b71aeffff26/download6173ed537789c2cc53b4e5f14bccf84eMD52falseAnonymousREAD20.500.14657/194808oai:repositorio.pucp.edu.pe:20.500.14657/1948082025-04-11T14:58:18.785Zhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessopen.accesshttps://repositorio.pucp.edu.peRepositorio Institucional de la PUCPrepositorio@pucp.pe
dc.title.en_US.fl_str_mv Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance
title Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance
spellingShingle Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance
Santos-Vijande, Leticia
SME
Customer performance
Internal marketing
Marketing capabilities
Organizational performance
https://purl.org/pe-repo/ocde/ford#5.02.04
title_short Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance
title_full Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance
title_fullStr Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance
title_full_unstemmed Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance
title_sort Marketing Capabilities Development in Small and Medium Enterprises: Implications for Performance
dc.creator.none.fl_str_mv Santos-Vijande, Leticia
Sanzo-Pérez, María
Trespalacios Gutiérrez, Juan
Rodríguez, Nuria
author Santos-Vijande, Leticia
author_facet Santos-Vijande, Leticia
Sanzo-Pérez, María
Trespalacios Gutiérrez, Juan
Rodríguez, Nuria
author_role author
author2 Sanzo-Pérez, María
Trespalacios Gutiérrez, Juan
Rodríguez, Nuria
author2_role author
author
author
dc.subject.en_US.fl_str_mv SME
Customer performance
Internal marketing
Marketing capabilities
Organizational performance
topic SME
Customer performance
Internal marketing
Marketing capabilities
Organizational performance
https://purl.org/pe-repo/ocde/ford#5.02.04
dc.subject.ocde.none.fl_str_mv https://purl.org/pe-repo/ocde/ford#5.02.04
description The purpose of the research is to analyze the organizational antecedents of marketing capabilities and their impact on business performance using a sample of small and medium enterprises (SMEs). More specifically, the research analyzes the effect of the organizations’ internal marketing (IM) practices on the employees’ implementation of a coordinated set of commercial abilities crucial to firms’ competitiveness. Results of the research indicate that IM, or the management of human resources as internal organizational clients, is a key determinant in motivating employees effectively to develop both strategic and operational marketing capabilities. Marketing capabilities exert a significant and positive effect on clients’ satisfaction and loyalty, which ultimately lead to better organizational performance in terms of sales, profit, and market share. The research also contributes to the scarce amount of empirical evidence on the positive and direct effect of IM strategies on business performance.
publishDate 2012
dc.date.accessioned.none.fl_str_mv 2023-07-21T19:18:17Z
dc.date.available.none.fl_str_mv 2023-07-21T19:18:17Z
dc.date.issued.fl_str_mv 2012
dc.type.none.fl_str_mv info:eu-repo/semantics/article
dc.type.other.none.fl_str_mv Artículo
format article
dc.identifier.uri.none.fl_str_mv https://repositorio.pucp.edu.pe/index/handle/123456789/194808
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dc.language.iso.none.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/4.0
dc.publisher.none.fl_str_mv Pontificia Universidad Católica del Perú. CENTRUM
dc.publisher.country.none.fl_str_mv PE
publisher.none.fl_str_mv Pontificia Universidad Católica del Perú. CENTRUM
dc.source.es_ES.fl_str_mv Journal of CENTRUM Cathedra, Vol. 5, Issue 1
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