An Analysis of Marketing Capability —An Empirical Study of a Shoe Conglomerate
Date Issued
2016
Date
2016
Author(s)
Huang, Chi-Yuan
Abstract
In contrast with previous research about marketing capability, this article conceives marketing capability as the deployment of marketing resources to achieve customer satisfaction and brand equity. This article also developed a new questionnaire to analyze the marketing resource input and marketing capability output. At the same time, the analysis takes employees’ performance into consideration to understand whether the performance evaluation system can reveal employees’ marketing capability. The questionnaire is based on the product selling process and 4 dimensions of product, promotion, market research and customer relationship to evaluate company’s marketing capability. With the help of a shoe conglomerate, who’s business includes shoe design, retailing and branding, this article collects questionnaire from employees and analyzes the marketing capability of the shoe conglomerate. According to the result of the principal component analysis and multidimensional scaling analysis, both retailing and product development department are good at the 4 dimensions if divided into departments. Also, the employees live in the south have the best performance in the 4 dimensions except the customer relationship. However, if changing the analysis unit from group into individual, it finds out that there’s no consistence in the same group, nor does the performance evaluation and each’s marketing capability, whose inconsistency may result from the other non-marketing factor in the performance evaluation system. In this article, ideal point concept is also used for the managers to understand each group’s optimal performance and thus develop appropriate goals for each group to achieve.
Subjects
Competence-Based View
Dynamic Capability View
Marketing Capability
Multidimensional Scaling Analysis
Principal Component Analysis
Resource-Based View
Type
thesis