What do we mean by “marketing” resources and competencies? A comment on Hooley, Greenley, Cadogan, and Fahey (JBR 2005)

Hooley et al. [ Hooley, G.J., Greenley, G.E., Cadogan, J.W., and Fahy, J., 2005. The performance impact of marketing resources. J Bus Res, 58, 18–27.] develop and empirically test scales for measuring marketing resources and competencies and to assess their performance outcomes. Their method provide...

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Bibliographic Details
Published in:Journal of business research 2006, Vol.59 (1), p.148-151
Main Authors: Gibbert, Michael, Golfetto, Francesca, Zerbini, Fabrizio
Format: Article
Language:English
Subjects:
Business studies
Competencies
Competitive advantage
Marketing
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Summary:Hooley et al. [ Hooley, G.J., Greenley, G.E., Cadogan, J.W., and Fahy, J., 2005. The performance impact of marketing resources. J Bus Res, 58, 18–27.] develop and empirically test scales for measuring marketing resources and competencies and to assess their performance outcomes. Their method provides a useful aid only for expanding understanding of marketing where “marketing” is interpreted as an adjective, rather than a verb. We develop a refined categorization of marketing competencies based on this important distinction. In particular, we argue that a view of marketing competencies as a verb complements Hooley et al.'s treatment by suggesting a new type of marketing competence, called “competence-based marketing”. A case study in the Italian high fashion industry illustrates this new perspective.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2005.03.001