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The Components of Marketing Capability : a framework and processes of knowledge integration for development
Thesis (DBA)--University of Pretoria, 2018.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2018
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| _version_ | 1867613537065500672 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Thesis (DBA)--University of Pretoria, 2018. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/66037 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:43.241Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/66037 The Components of Marketing Capability : a framework and processes of knowledge integration for development Kleyn, Nicola Whittaker, Louise ichelp@gibs.co.za Carnelley, Jacqueline Antoinette Marketing capability Marketing Organisational capability Marketing resources Marketing knowledge UCTD Thesis (DBA)--University of Pretoria, 2018. 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. Gordon Institute of Business Science (GIBS) DBA Unrestricted 2018-07-31T14:12:55Z 2018-07-31T14:12:55Z 2018-03-30 2018-02-09 Thesis Carnelley, JA 2018, The Components of Marketing Capability : a framework and processes of knowledge integration for development, DBA Thesis, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/66037> http://hdl.handle.net/2263/66037 en © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | Marketing capability Marketing Organisational capability Marketing resources Marketing knowledge UCTD The Components of Marketing Capability : a framework and processes of knowledge integration for development |
| title | The Components of Marketing Capability : a framework and processes of knowledge integration for development |
| title_full | The Components of Marketing Capability : a framework and processes of knowledge integration for development |
| title_fullStr | The Components of Marketing Capability : a framework and processes of knowledge integration for development |
| title_full_unstemmed | The Components of Marketing Capability : a framework and processes of knowledge integration for development |
| title_short | The Components of Marketing Capability : a framework and processes of knowledge integration for development |
| title_sort | components of marketing capability a framework and processes of knowledge integration for development |
| topic | Marketing capability Marketing Organisational capability Marketing resources Marketing knowledge UCTD |
| url | http://hdl.handle.net/2263/66037 |