Location of Repository

Marketing Capability, Strategy and Business Performance in Emerging Markets of Pakistan

By Sarwat Afzal


In this project an attempt has been made to demonstrate a positive relationship between marketing capabilities and Strategy using Porters framework and corporate performance in an emerging/developing market of Pakistan. This paper reports a study that marketing practice regulates the relationship between marketing capabilities & Strategy using Porters framework and business performance. In turn, the type of marketing practice adopted is moderated by the market served. Various studies have suggested that marketing capabilities & Strategy using Porters framework influences business performance. These discussions are summarized by a theoretical model and a series of theoretical propositions. The results suggest that Marketing Capabilities and Strategy frame exist in the business environment of Pakistan but there is a weak relationship with firm performance.Marketing Capabilities, Competitive Advantages, Business strategy, Firm Performance

OAI identifier:

Suggested articles



  1. (1988). Assessing advantage: a framework for diagnosing competitive superiority”,
  2. (1985). Competitive Advantage.
  3. (1997). Customer value, the next source for competitive advantage”,
  4. (1991). Firm resources and sustained competitive advantage”,
  5. (1977). From Sales Obsession to Marketing Effectiveness,”
  6. (1989). Managing Assets and Skills: The Key to Sustainable Competitive Advantage”,
  7. (1990). Market Driven Strategy, Processes for Creating Value,
  8. (1994). Market information processing and organizational learning”,
  9. (1995). Market orientation and the learning organization”,
  10. (1990). Market Orientation: The Construct,
  11. (1990). Market orientation: the construct, research propositions and managerial implications”,
  12. (1957). Marketing Behavior and Executive Action.
  13. (1987). Marketing capability - a key success factor in small business?”,
  14. (1997). Marketing capability: a nexus of learning-based resources and a prerequisite for market orientation”,
  15. (1984). Marketing Management: Analysis, Planning, and Control.
  16. (1986). Measurement of business economic performance, a comparison of approaches”,
  17. (1989). Organizational Culture and Marketing: Defining the Research Agenda,”
  18. (1996). Prospering in dynamically-competitive environments, organizational capability as knowledge integration”,
  19. (1993). Putting the balanced scorecard to work”,
  20. (1987). Strategic Marketing for Non-profit Organizations. Englewood Cliffs,
  21. (1989). Strategic orientation of business enterprises, the construct, dimensionality, and measurement”,
  22. (1993). Sustainable competitive advantage in service industries, a conceptual model and research propositions”,
  23. (1992). The balanced scorecard -measures that drive performance”,
  24. (1999). The Capabilities and Performance advantage of MarketDriven Firms”,
  25. (1993). The Capabilities of Market-Driven Organizations,
  26. (1994). The capabilities of market-driven organizations”,
  27. (1990). The core competence of the corporation”,
  28. (1990). The effect of a market orientation on business profitability”,
  29. (1996). Using the balanced scorecard as a strategic management system”,
  30. (1988). What the Hell Is Market Oriented?”

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.