MARKET ORIENTATION, COMPETENCE-BASED MARKETING CAPABILITY AND FIRM DEVELOPMENT

Year 2017, Volume: 4 Issue: 4, 540 - 548, 30.12.2017

Feng-Hsu Liu

https://doi.org/10.17261/Pressacademia.2017.760

Abstract

Purpose- The topic of competence-based marketing has attracted much
attention from business scholars, further exploration of competence-based
marketing capability is especially important. The main purpose of this study is
to address and investigate the relationship between market orientation and
original equipment manufacturer (OEM) suppliers’ competence-based marketing
capability, along with the impact of competence-based marketing capability on
product-linked development and relation-linked development.   Methodology-  Based on a sample of 119 Taiwan's OEM
suppliers, we used Smart PLS 2.0 to perform SEM and to evaluate both the
quality of the measurement model and the interrelationships of the constructs.

Findings- Empirical testing of 119 OEM suppliers suggests that a
proactive market orientation has a positive influence on the development of
competence-based marketing capabilities. Furthermore, the development of
competence-based marketing capability leads OEM suppliers to engage in product-linked
and relationship-linked development.

Conclusion- The topic of competence marketing has attracted much
attention from business scholars; however, no empirical studies have measured
companies’ capabilities in competence marketing. Therefore, the framework of
this study followed linkages developed from the resource-based view (strategic
orientation → organizational capabilities → organizational performance) for the
purpose of exploring the antecedents and effects of CBMC. 

Keywords

OEM supplier, competence-based marketing, market orientation

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