Re-investigating market orientation and environmental turbulence in marketing capability and business performance linkage: A structural approach

Abstract

This study aims to re-investigate the role of market orientation as an antecedent to marketing capability and effect of environmental turbulence as moderating variable in marketing capability-competitive advantage-business performance relationship. Data are collected from multiple respondents, that is, a branch manager and three senior managers of 144 branches of public and private banks operating in Jammu city, North India. The study establishes marketing capability as a three-dimensional construct, comprising outside-in, inside-out and spanning, unlike majority of previous studies on marketing capability. The study also supports the school of thought which believes that market orientation acts as an antecedent to marketing capability rather than its dimension. Further, the findings reveal partial mediating role of marketing capability on market orientation and competitive advantage linkage. However, environmental turbulence does not moderate in marketing capability-competitive advantage relationship in the tech-savvy banking sector.