Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

The classification of customer- and brand-oriented marketing capabilities

Katharina Buttenberg
University of Latvia and Regent's University London, Regent's Centre for Transnational Studies
Keywords: Resource-based view of the firm, marketing capabilities, customer-orientation, brand-orientation.


According to the Resource-Based Theory of the Firm, companies need to acquire and develop a unique set of resources and capabilities to gain a competitive advantage in the market. In the last decade, a number of studies have focused on marketing capabilities. However, there has been no clear classification between marketing capabilities directed towards the development of the brand from the inside out and customer-oriented capabilities, integrating the customer in the process. Purpose of this review is to clearly classify marketing capabilities and define the differences between brand-orientation and customer-orientation. A structure is proposed to better classify marketing capabilities and pave the way for further research. This review article is providing a structure for the Resource-Based Theory of the firm for improving the classification of resources and capabilities. 

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