Do marketing capabilities consistently mediate effects of firm intangible capital on performance across institutional environments?
Abstract
This study examines whether marketing capabilities consistently mediate intangible capital on performance across institutional environments. A partial test of resource-advantage theory is conducted, examining the relationship between four intangible capital elements on marketing capabilities and consequent firm performance. The results, based upon samples of 239 importers in Japan and the U.S., indicate that human capital and relational capital...
Paper Details
Title
Do marketing capabilities consistently mediate effects of firm intangible capital on performance across institutional environments?
Published Date
Jul 1, 2010
Journal
Volume
45
Issue
3
Pages
217 - 227
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