期刊名称：International Journal of Management Science and Business Administration
电子版ISSN：1849-5664
出版年度：2016
卷号：2
期号：1
页码：56-65
出版社：Inovatus Usluge Ltd.
摘要：In our study, we review existing literature with the purpose of illustrating the significance of marketing capab ilities and further reconstructing the path from marketing capabilities to organizatio nal outcomes, thus explaining how positive market performance of company is achieved. In the first step, we constructed the path fro m marketing capab ilities to positive organizational performance. Further, we explored certain antecedents of marketing capabilities in order to understand the concept of capabilities deeper. Implications for co mpanies operating on global markets and recommendations have been presented on the basis of extensive literature review
关键词：Marketing capabilities; Firm success; Organizational performance; Antecedents of marketing capability
