Marketing Capabilities for B2B Firms

Author(s): Neil A. Morgan and Rebecca J. Slotegraaf

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at

Marketing capabilities are the processes by which organizations define, develop and deliver value to their customers by combining, transforming and deploying their resources in ways that meet market needs. This chapter focuses on the nature of marketing capabilities and the characteristics that determine their underlying value to an organization. Then a new taxonomy is outlined that sheds light on the characteristics of different types of marketing capabilities within B2B firms. Subsequently, the extant B2B marketing literature is reviewed using the taxonomy as a theoretical lens. Finally, new areas for B2B research in this important area are highlighted.
man flexing his muscles

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