The Components of Marketing Capability : a framework and processes of knowledge integration for development

Abstract

Although organisational capabilities have been recognised as a key source of competitive advantage, the empirical understanding of marketing capability and its associated components is still relatively under-developed. There is little consistency in approaching what constitutes organisational marketing capability, proposed conceptual frameworks have not been empirically tested and little attention has been paid to how organisational marketing capabilities are developed over the longer term. The purpose of this study was to empirically test how proposed conceptual frameworks of marketing capabilities match real-life organisational marketing capabilities, explore which marketing resources act as inputs into marketing capability and how these resources are transformed into marketing capability. The following key questions were answered: what are components of marketing capability in real-life organisational contexts, what resources inputs does it incorporate and how are these resources transformed into capabilities? This study employed an innovative (in this theoretical context) multiple embedded case study design using multiple data sources to provide a rich and detailed understanding of marketing capability. The target population for the cases was any South African organisation marketing products and services to domestic consumers/ customers. Based on this definition, four company cases were identified, representing the two target groups (business to business and business to customer) as well as products and services. Data was derived from 22 in-depth interviews with multiple interviews conducted for each case, as well as documentation and archival records. This study contributes at the theoretical level by developing a framework of marketing capability and sub-capabilities, providing an enhanced understanding of the nature of marketing knowledge resources underpinning marketing capability and outlining the mechanisms that integrate marketing knowledge resources in the development of marketing capability and sub-capabilities. At practitioner level, the findings can contribute to enhancing effective marketing within organisations by providing a route to building stronger underlying marketing capabilities, which in turn will improve competitiveness.