How brand oriented dynamic capabilities affect market share performance output: A resource-based theory approach
How brand oriented dynamic capabilities affect market share performance output: A resource-based theory approach
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DOI：
10.2139/ssrn.2350282
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发表时间：
2013-11
期刊：
影响因子：
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通讯作者：
Nebojsa S. Davcik;Nicholas Grigoriou
中科院分区：
文献类型：
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作者：
Nebojsa S. Davcik;Nicholas Grigoriou
资源基础理论(RBT)认为，企业绩效是企业如何利用自身资源和动态能力实现绩效目标的结果。到目前为止，研究还没有综合品牌、差异化(作为营销结构)和市场份额(作为业绩衡量标准)之间的关系。考虑到这三个领域中每一个领域的学术研究都相对较多，而且行业从业者对每个领域都给予了重视，这令人惊讶。我们通过实证验证这些现象之间的关系，弥补了现有文献中的这一差距，发现以品牌为导向的动态能力对绩效指标市场份额的影响有限。这些发现对学者和实践者都很有用，因为它们涉及新的和未来的研究。在这样做的过程中，我们在资源基础理论的基础上扩展了企业绩效和品牌的文献。
Resource-based theory (RBT) posits that firm performance is the result of how firms manipulate their resources and dynamic capabilities to achieve performance goals. Research to date has not synthesized the relationship between branding, differentiation (as a marketing construct), and market share (as a performance metric). This is surprising given both the relatively large amount of academic research in each of these three areas, and the emphasis placed on each by industry practitioners. We bridge this gap in the extant literature by empirically validating the relationship between these phenomena and find that brand oriented dynamic capabilities have limited effect on performance metric - market share. These findings are useful for both academics and practitioners because they address new and future research. In doing so, we advance the firm performance and branding literature with extension in the resource-based theory.