Impact of marketing resource on company performance on B2B markets

被引：4
|
作者：
Jagodic, Gregor [1 ]
Milfelner, Borut [2 ]
机构：
[1] Int Sch Social & Business Studies, Mariborska Cesta 7, Celje 3000, Slovenia
[2] Univ Maribor, Fac Econ & Business, Razlagova Ul 14, Maribor 2000, Slovenia
来源：
INTERNATIONAL JOURNAL OF INNOVATION AND LEARNING | 2020年 / 28卷 / 02期
关键词：
B2B market; market orientation; marketing strategies; competitive advantage; ICT; innovation; learning; company performance; MEASURING ORGANIZATIONAL PERFORMANCE; VALUE CO-CREATION; STRATEGY IMPLEMENTATION; INFORMATION-TECHNOLOGY; CUSTOMER ORIENTATION; EMPIRICAL-ANALYSIS; FIRM PERFORMANCE; E-BUSINESS; MANAGEMENT; CAPABILITIES;
D O I：
10.1504/IJIL.2020.108969
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
The main goal of the paper is to research the impact of marketing resources on company performance for companies on B2B markets. The conceptual model, including market orientation, marketing strategy, ICT support factors for B2B markets and company performance was proposed and empirically tested. The research results show that market orientation and its sub-constructs, namely competitor orientation and customer orientation have a positive impact on implementation of marketing strategy and ICT support for B2B markets. Also, implementation of good marketing strategies for companies on B2B markets and ICT support on B2B markets have a positive impact on company performance.
引用
收藏
页码：180 / 205
页数：26
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