...Kui Wang; Chuangneng Cai; Wei Han Purpose Corporate social responsibility ( CSR ) has been widely shown to strengthen firm competitiveness by building trust, deepening stakeholder relationships and enhancing marketing capability ( MC ). Yet these benefits rest on a critical premise...

...Ali E. Akgün; Volkan Polat Purpose This study aims to investigate marketing capabilities that represent the marketing mix from an adaptive perspective: brand management, customer relationship management, price management and multi-channel management. Also, this study identifies how adaptive...

...Yi Xie; Xiaoying Zheng Purpose This paper aims to examine the role of learning orientation in building brand equity for B2B firms. The present research proposes that learning orientation contributes to the development of innovation and marketing capabilities and, in turn, leads to enhanced...

...-administrated questionnaire was used to collect data from 251 firms out of a sample of 1000 B2B firms selected from a database of businesses. Findings – Marketing resources and marketing capability are complementary in contributing to both firm and customer performance. In addition, they are partial...