Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
This ongoing study examines the influence of firm-level characteristics—learning orientation, market orientation, and dominant logic—on managerial marketing knowledge competencies and business performance. Utilizing the Resource-Based View (RBV) and organizational learning theories, the research examines how these elements collectively shape strategic decision-making and adaptability in competitive markets. A quantitative methodology is employed, with data gathered through surveys of marketing managers across diverse industries. Preliminary analysis, utilizing Structural Equation Modeling (SEM), suggests significant interrelationships among firm-level characteristics, with learning orientation and flexible dominant logic emerging as key drivers of enhanced marketing knowledge competencies. Early findings also highlight the potential for firms to improve innovation and adapt to market shifts through strategic alignment of these factors. The study aims to provide actionable insights for managers seeking to optimize business performance, with final conclusions pending completion of data collection and further analysis.
Recommended Citation
Makama, Christine A., "The Role of Firm-Level Characteristics in Enhancing Managerial Marketing Knowledge Competencies and Business Performance." (2025). Association of Marketing Theory and Practice Proceedings 2025. 48.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/48
