{"id":1071,"date":"2018-06-11T13:59:22","date_gmt":"2018-06-11T17:59:22","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/?page_id=1071"},"modified":"2018-06-11T22:35:40","modified_gmt":"2018-06-12T02:35:40","slug":"marketing-capabilities-in-b2b-firms","status":"publish","type":"page","link":"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/marketing-capabilities-in-b2b-firms\/","title":{"rendered":"Marketing Capabilities in B2B Firms"},"content":{"rendered":"

Guo, Huiling, Hangjun Xu, Chuanyi Tang, Yuping Liu-Thompkins, and Baobao Dong (in press), “Comparing the Impact of Different Marketing Capabilities: Empirical Evidence from B2B Firms in China<\/a>,” Journal of Business Research<\/strong><\/em>. [Download Full-Text PDF<\/a>]<\/p>\n

Abstract: This research compares three key types of marketing capabilities (static, dynamic, and adaptive capabilities) with one another to examine empirically the relative contribution of each capability type to firm performance under different market conditions. Through two empirical studies with business-to-business managers, this study first develops a scale of adaptive marketing capabilities and then investigates the relationships between all three types of marketing capabilities and firm performance. The results show that adaptive marketing capabilities have the greatest impact on market performance. In addition, while environmental turbulence obliterates the contribution of static marketing capabilities (turning the effect negative), it actually strengthens the relationship between adaptive marketing capabilities and firm performance. Together, the insights from this research underscore the importance of differentiating among the three types of marketing capabilities and building a firm’s capabilities portfolio depending on firm and market conditions.<\/p>\n","protected":false},"excerpt":{"rendered":"

Guo, Huiling, Hangjun Xu, Chuanyi Tang, Yuping Liu-Thompkins, and Baobao Dong (in press), “Comparing the Impact of Different Marketing Capabilities:…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1066,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1071","page","type-page","status-publish","hentry","post-archive"],"yoast_head":"\nMarketing Capabilities in B2B Firms | Ping! >> Loyalty Science in Practice<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/marketing-capabilities-in-b2b-firms\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Capabilities in B2B Firms | Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"og:description\" content=\"Guo, Huiling, Hangjun Xu, Chuanyi Tang, Yuping Liu-Thompkins, and Baobao Dong (in press), “Comparing the Impact of Different Marketing Capabilities:...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/marketing-capabilities-in-b2b-firms\/\" \/>\n<meta property=\"og:site_name\" content=\"Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"article:modified_time\" content=\"2018-06-12T02:35:40+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/marketing-capabilities-in-b2b-firms\/\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/marketing-capabilities-in-b2b-firms\/\",\"name\":\"Marketing Capabilities in B2B Firms | Ping! >> Loyalty Science in Practice\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\"},\"datePublished\":\"2018-06-11T17:59:22+00:00\",\"dateModified\":\"2018-06-12T02:35:40+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/marketing-capabilities-in-b2b-firms\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/marketing-capabilities-in-b2b-firms\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/marketing-capabilities-in-b2b-firms\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Research Publications\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Other Research\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Marketing Capabilities in B2B Firms\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/\",\"name\":\"Ping! >> Loyalty Science in Practice\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.yupingliu.com\/wordpress\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\",\"name\":\"Yuping Liu-Thompkins\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"contentUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"width\":819,\"height\":1024,\"caption\":\"Yuping Liu-Thompkins\"},\"logo\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\"},\"description\":\"Yuping Liu-Thompkins, Ph.D. is Professor of Marketing & Director of Loyalty Science Lab at Old Dominion University. 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