An Empirical study on Sales capability and Marketing implementation capability of SMEs in India and their impact on market share

Abstract

Research on marketing capabilities and their linkage with businessperformance can provide a vital source of knowledge for firms to acquirecompetitive advantage in an industry. This study attempts to understandthe sales capability and marketing implementation capability and itsimpact on business performance. It focuses on different processes ofmarketing capability and its effect on market share in B2B set up. Thedata was analysed by using multivariate analytical tools such asreliability analysis and Pearson correlation analysis. It can beinferred that marketing capabilities result in achieving growth inmarket share. Market processes and capabilities consist of processeswhich act as links between the firm and the customer. Hence, to enhancethe business performance, firms need to enrich the links betweencustomer and firm. It is, therefore, necessary to undertake a studywhich can explore different marketing capability processes and linkthese capabilities with business performance. The proposed research onmarketing capabilities aims at delineating the best practices amongsmall and medium enterprises (SMEs) in `business-to-business' context toproduce superior results such as firms' improved performance.