Original scientific paper

The impact of marketing resources on corporate competitiveness

Tamás Gyulavári orcid.org/0000-0003-1358-786X ; Marketing Department, Marketing and Media Institute Corvinus University of Budapest
Zsófia Kenesei orcid.org/0000-0002-1908-8300 ; Marketing Department, Marketing and Media Institute Corvinus University of Budapest

Abstract

The objective of this paper is to analyze the association between marketing resources and corporate competitiveness. Empirical data were collected by a survey of 300 domestic organizations and the results were compared to the ones of a similar research conducted five years before. We have found that all the marketing resources investigated have a significant effect on marketing performance. Among them the most marketing-related resource dimension, called market management, excels regarding the strength of the association with competitiveness. Clusters of companies were formulated and analyzed. A small group of the companies investigated (12%) managed to advance in the development and possession of marketing resources whilst maintaining competitive product supply and price. The proportion of successful companies among them is highly significant.

Keywords

marketing resources; marketing assets; marketing capabilities; corporate competitiveness; corporate performance

Hrčak ID:

85625

URI

https://hrcak.srce.hr/85625

Publication date:

11.7.2012.

Article data in other languages: croatian

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