Benchmarking Marketing Capabilities for Sustainable Competitive Advantage

  title={Benchmarking Marketing Capabilities for Sustainable Competitive Advantage},
  author={Douglas W. Vorhies and Neil A. Morgan},
  journal={Journal of Marketing},
  pages={80 - 94}
Market-based organizational learning has been identified as an important source of sustainable competitive advantage. One particular learning mechanism, benchmarking, is a widely used management tool that has been recognized as appropriate for identifying and enhancing valuable marketing capabilities. However, despite widespread admonitions to managers, the benchmarking of marketing capabilities as a route to sustainable competitive advantage has received scant empirical attention. The authors… Expand

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