| Title |
An integrated marketing capability benchmarking approach to dealer performance through parametric and nonparametric analyses |
| ID_Doc |
71394 |
| Authors |
Akdeniz, MB; Gonzalez-Padron, T; Calantone, RJ |
| Title |
An integrated marketing capability benchmarking approach to dealer performance through parametric and nonparametric analyses |
| Year |
2010 |
| Published |
Industrial Marketing Management, 39.0, 1 |
| Abstract |
The role of marketing capabilities as a source of sustainable competitive advantage has been discussed previously in the marketing strategy field. Benchmarking, a well-known learning mechanism, is suggested as a tool to identify and improve the marketing capabilities of a firm. Despite its popularity as a theoretical concept, there is not much empirical evidence to support the view of benchmarking marketing capabilities as a route to guide managers' efforts in this direction. This paper contributes to the three perspectives in the literature that support the view that benchmarking marketing capabilities can offer a basis for sustainable competitive advantage of the firm through both a conceptual and integrated benchmarking model. They are empirically analyzed using stochastic frontier and data envelopment analysis methods based on four-year data set of forty-five dealers of a leading business-to-business supplier. The results indicate the importance of competent salespeople and building a long-term relationship in enhancing dealer performance. In addition, they reinforce a recipe of how marketing capabilities can be benchmarked to achieve sustainable competitive advantage. Discussions and implications for managers are also presented. (C) 2008 Elsevier Inc. All rights reserved. |
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