| Title: | Can marketing resources contribute to company performance? |
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| Authors: | ID Milfelner, Borut (Author)
ID Gabrijan, Vladimir (Author)
ID Snoj, Boris (Author) |
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| Files: |  Organizacija_2008_Milfelner,_Gabrijan,_Snoj_Can_Marketing_Resources_Contribute_to_Company_Performance.pdf (949,34 KB)
MD5: 3491C44868C45F11182C39CFE4135B88
 http://www.degruyter.com/view/j/orga.2008.41.issue-1/v10051-008-0001-y/v10051-008-0001-y.xml
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| Language: | English |
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| Work type: | Scientific work |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | EPF - Faculty of Business and Economics
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| Abstract: | The study investigates the relationships between market orientation, innovation resources, reputational resources, customer related capabilities, and distribution based assets, as well as their impact on market and financial performance. The results indicate that market orientation is indirectly related to a company's market and financial performance through other four marketing resources. Reputational resources have a positive impact on loyalty, market share, and sales volume, while the impact of innovation resources on market share and sales volume is rather indirect through customer loyalty. While the customer related capabilities significantly impact customer loyalty their impact on market share and sales volume can not be confirmed. On the other side the distribution based assets are weakly related to loyalty and market share and sales volume. General findings indicate that selected marketing resources impact financial performance indirectly through the creation of customer loyalty and directly through market share and sales volume. |
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| Keywords: | market orientation, innovation resources, reputational resources, customer related capabilities, distribution- based assets, organizational performance |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Year of publishing: | 2008 |
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| Number of pages: | str. 3-13 |
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| Numbering: | Letn. 41, št. 1 |
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| PID: | 20.500.12556/DKUM-52649  |
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| ISSN: | 1318-5454 |
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| UDC: | 339.138:005.13 |
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| ISSN on article: | 1318-5454 |
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| COBISS.SI-ID: | 9414428 |
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| DOI: | 10.2478/v10051-008-0001-y |
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| NUK URN: | URN:SI:UM:DK:KW9HE1LJ |
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| Publication date in DKUM: | 10.07.2015 |
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| Views: | 1742 |
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| Downloads: | 489 |
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| Metadata: |    |
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| Categories: | Misc.
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