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Qureshi, S. and Kratzer, J. (2011) An Investigation of Antecedents and Outcomes of Marketing Capabilities in Entrepreneurial Firms: An Empirical Study of Small Technology-Based Firms in Germany. Journal of Small Business and Entrepreneurship, 24, 49-66.
https://doi.org/10.1080/08276331.2011.10593525

has been cited by the following article:

• TITLE: Marketing Capability Development in Micro Manufacturing Enterprises

  AUTHORS: Guven Gurkan Inan, Aysegul Eda Kop

  KEYWORDS: Marketing Capability, Micro Enterprises, Action Research

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.8 No.1, January 8, 2018

  ABSTRACT: Marketing capability is defined as the ability of an organization to understand and fulfil customers’ needs at the right time, right place and right cost. Marketing capability is essential for sustainable business performance. Many micro enterprises do not have any marketing strategy and/or have limited marketing activities. A conceptual framework is developed with a view to develop the marketing capability of micro manufacturing enterprises in this research. In this study, four micro manufacturing enterprises were observed over a year. Action research methodology was adopted to test effectiveness of interventions. Some interventions and capabilities were found to be related with marketing capability in micro manufacturing enterprises. Findings showed that empowerment, operational excellence, strategy development and implementation, and collaboration capabilities could enhance marketing capability in micro manufacturing enterprises.