A Research on Linking Marketing Capabilities to Marketing Strategy: Implications for Firm Performance

The current paper is aimed to explore the importance of marketing capabilities in formulating global marketing strategy by reviewing the existing literature. A research model is proposed after critical analysis of different studies conducted in the same sphere. The important dimensions of marketing capabilities including market sensing, customer engagement and partner linking have been defined as contributing elements of firms' competitive advantage. Therefore, current paper proposed positive relationship between strong marketing capabilities and competitive advantage. The main reason to scrutinize competitive advantage is that it helps companies to formulate marketing strategy. Pursuing thoughtful global marketing strategy is the key element of firms' success in international market. This paper contributes to the marketing innovation literature as it analyzes marketing capabilities in relation to competitive advantage. Therefore, expected outcomes of the paper are to provide useful suggestions for marketers and scholars in terms of formulating global marketing strategy.