Title: Do marketing capabilities explain the indirect nexus between learning orientation and firm performance?

Authors: Kassimu Issau

Addresses: Department of Marketing and Supply Chain Management, University of Cape Coast, Cape Coast, Central Region, Ghana

Abstract: This research examines whether marketing capabilities explain the indirect nexus between learning orientation and small and medium-sized enterprise (SME) performance. The study employed a quantitative research approach and explanatory research design in finding answers to the set objectives of the study using a structured research questionnaire. This study established that learning orientation-marketing capabilities and marketing capabilities-firm performance linkages are substantial whilst learning orientation-firm performance nexus is weak. Accordingly, marketing capabilities have a partial mediating effect on the relationship between learning orientation and firm performance. Thus, SME managers are entreated to adopt a proactive management philosophy that is typified by a learning orientation posture that supports marketing capabilities initiatives in order to improve performance. Through learning, SME managers would be able to determine the kind of products, price and promotion strategies that resonate well with the target market and hence help improve performance.

Keywords: resource-based view; RBV; learning orientation; marketing capabilities; firm performance; PLS-SEM.

DOI: 10.1504/IJIL.2024.138806

International Journal of Innovation and Learning, 2024 Vol.35 No.4, pp.412 - 430

Received: 15 Mar 2023
Accepted: 10 May 2023
Published online: 31 May 2024 *

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