Societal Marketing Orientation And Marketing Performance : The Mediating Role Of Key Market-Based Capabilities And The Moderating Effect Of Institutional Context

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dc.contributor.authorIbrahim Balal, Siddig Balal
dc.date.accessioned2018-12-05T06:53:41Z
dc.date.available2018-12-05T06:53:41Z
dc.date.issued2011-08
dc.description.abstractSocietal issues appear to be increasingly important in today’s business climate. Response to these issues by adopting societal marketing orientation is expected to enable firms to gain better competitive advantage. However, literature search reveals that there is a lack of research offering valid measurement and a systematic framework that demonstrates the underlying mechanisms and contingencies through which societal marketing orientation can help firms to achieve that end. Using a priori approach the study intended to propose a valid measure of societal marketing orientation and to investigate the extent of this orientation among large manufacturing firms in Malaysia. Drawing on the resource-based view and institutional theory, the study posited that societal marketing orientation, marketing performance and key market-based capabilities are positively interrelated. In addition, the study suggested key market-based capabilities mediate societal marketing on marketing performance and institutional context moderates societal marketing orientation and market-based capabilities relationships. To test the hypotheses, the study performs hierarchical regression analysis on data gathered from 133 useable responses out of the 745 mailed questionnaires distributed to key informants of multiple business units. Findings revealed that there are four components of societal marketing orientation, namely, customer concern, economic concern, social concern and environmental concern. The result suggested that large manufacturing firms in Malaysia implemented these components to a different extent. The findings provided some empirical support for the theoretical framework. The results provided evidence that some components of societal marketing orientation played an important role in influencing marketing performance and key market-based capabilities. The results of the study demonstrate mixed support for the effects of the four market-based capabilities on firm marketing performance. This study demonstrated that there are some of the market-based capabilities were more effective in mediating the relationship between the four components of societal marketing orientation and three dimensions of marketing performance. This study also provided evidence to support the moderating effect of the three dimensions of institutional context but in varying ways. Based on the study’s findings, discussions of the existing findings as well as the theoretical, practical implications and limitations, of the study were provided.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/7211
dc.language.isoenen_US
dc.publisherUniversiti Sains Malaysiaen_US
dc.subjectSocietal marketing orientationen_US
dc.subjectand marketing performanceen_US
dc.titleSocietal Marketing Orientation And Marketing Performance : The Mediating Role Of Key Market-Based Capabilities And The Moderating Effect Of Institutional Contexten_US
dc.typeThesisen_US
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