Success-producer and failure-preventer marketing skills: A social learning theory interpretation
Daryl O. McKee, Jeffery S. Conant, P. Rajan Varadarajan, Michael P. Mokwa
Journal of the Academy of Marketing Science · 1992 · Volume 20 · Issue 1
Abstract
This study examines organizations that emphasize differing types of marketing skills. It is based on a national survey of Health Maintenance Organizations. The organizations are first classified into groups based on their distinctive marketing skill configurations. Six groups were identified. Next, differences between these organization types are examined with respect to organization strategy, characteristics of the chief marketing executive, organizational environment, and performance. These results suggest that more successful organizations develop particular constellations of marketing skills. The results generally appear consistent with a social learning theory perspective on marketing skill development.
Keywords
Marketing, Strategy Type, Strategic Management Journal, Skill Group, Strategic Marketing
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