AN EMPERICAL STUDY ON SALES CAPABILITY AND MARKETING IMPLEMENTATION CAPABILITY OF SMEs IN INDIA AND THEIR IMPACT ON MARKET SHARE

Research on marketing capabilities and their linkage with business performance can provide a vital source of knowledge for firms to acquire competitive advantage in an industry. This study attempts to understand the sales capability and marketing implementation capability and its impact on business performance. It focuses on different processes of marketing capability and its effect on market share in B2B set up. The data was analysed by using multivariate analytical tools such as reliability analysis and Pearson correlation analysis. It can be inferred that marketing capabilities result in achieving growth in market share. Market processes and capabilities consist of processes which act as links between the firm and the customer. Hence, to enhance the business performance, firms need to enrich the links between customer and firm. It is, therefore, necessary to undertake a study which can explore different marketing capability processes and link these capabilities with business performance. The proposed research on marketing capabilities aims at delineating the best practices among small and medium enterprises (SMEs) in 'business-to-business' context to produce superior results such as firms' improved performance.