rjbm Research Journal of Business and Management 2148-6689 Suat TEKER 10.17261/Pressacademia.2017.760 MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT Liu Feng-Hsu 12 30 2017 4 4 540 548 10 09 2017 Copyright © 2014, Research Journal of Business and Management 2014 Research Journal of Business and Management

Purpose- The topic of competence-based marketing has attracted muchattention from business scholars, further exploration of competence-basedmarketing capability is especially important. The main purpose of this study isto address and investigate the relationship between market orientation andoriginal equipment manufacturer (OEM) suppliers’ competence-based marketingcapability, along with the impact of competence-based marketing capability onproduct-linked development and relation-linked development. Methodology- Based on a sample of 119 Taiwan's OEMsuppliers, we used Smart PLS 2.0 to perform SEM and to evaluate both thequality of the measurement model and the interrelationships of the constructs. Findings- Empirical testing of 119 OEM suppliers suggests that aproactive market orientation has a positive influence on the development ofcompetence-based marketing capabilities. Furthermore, the development ofcompetence-based marketing capability leads OEM suppliers to engage in product-linkedand relationship-linked development.Conclusion- The topic of competence marketing has attracted muchattention from business scholars; however, no empirical studies have measuredcompanies’ capabilities in competence marketing. Therefore, the framework ofthis study followed linkages developed from the resource-based view (strategicorientation → organizational capabilities → organizational performance) for thepurpose of exploring the antecedents and effects of CBMC.

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