Journal

Year

JMR

Authors
2013 Xiong and
Bharadwaj

Capability
Marketing Capability

JMR

2010 Mizik

Myopic Management

JMR

2010 Tuli, Bharadwaj

and Kohli

Multiplexity

JMR

2005 Thompson,
Hamilton and
Rust

Product Capabilities
&Feature Fatigue

JMR

2013 Grewal et.al

Marketing Channels in
Foreign Markets

JM

2011 Day

adaptive capabilities in
Marketing capabilities

JM

2008 Krasnikov &

Jayachandran

Operations Capabilities

JM

2013 Lukas et al.

product capability

JM

2005 Vorhies &

Morgan

Marketing Capabilities for

Benchmarking

MS

2006 Narasimhan,
Absorptive Capacity in
Rajiv and Dutta High-Technology Markets:
The Competitive
Advantage of the Haves

MS

2008 Ellickson and

Misra

Supermarket Pricing
Strategies

Definition
Efficient integration and conversion of marketing resources into a desired
marketing outcome

The practice of cutting marketing and research-and-development spending to

inflate earnings

Multiple types of ties

When consumer give more weight to capability and less weight top isability before
than after use, consumer tend to choose overly complex products that do not
maximize satisfaction.

Performance properties of output and process control mechanisms that MNC

subsidaries deploy

Vigilant market learning

Adaptive market experimentation
Open marketing

Operations capability is frequently based on processes that have been

benchmarked and codified

The consumer's beliefs about the product's ability to perform desired function.

The notion of benchmarking marketing capabilities

is relatively new, relevant marketing capabilities have yet to
be comprehensively catalogued (e.g., Menon et al. 1999;
Moorman and Slotegraaf 1999). As a starting point, however,
the literature identifies specific capabilities used to
transform resources into valuable outputs based on the classic
marketing mix (e.g., Day 1994; Vorhies and Morgan
2003) and the capabilities used to orchestrate marketingmix
capabilities and their resource inputs involving market
information management and marketing strategy development
and execution (e.g., Capron and Hulland 1999; Day
1994; Morgan et al. 2003).

Operations capabilities

Chain-Specific Capabilities

Measurement
Derive marketing capability measure from corporate discoursers with an input-output stochastic fronti
Rajiv 1999; Xiong and Bharadwaj 2011)

To identify myopic firms, first need to identify the normal or expected level of profitability

Relationship multiplexity

The effects of product features on firm profits

Firm performance

Conceptual paper

Meta-analysis

Develped New scale

Absorptive Capacity

Strategic pricing estimation using the Simulated Maximum Likelihood (SML) approach

Equations