The thinking that organizations achieve greater success as a result of superior fit to their environments has become a foundation of marketing and strategy research, however; there has been scant research regarding the underlying processes used by organizations to achieve a superior and advantage-yielding fit between resources and the environments. This study examines how the firm's strategic dominant logic affects the deployment of marketing capabilities under conditions of uncertainty. Drawing on the Resource-based View of the firm and the dynamic capabilities perspective as a theoretical framework, this study hypothesizes that the firm's opportunity dominant logic (the dominant logic employed in uncertain markets) facilitates the development and deployment of a firm marketing capability, which in turn, affects firm performance outcomes. This research employs both exploratory and confirmatory approaches. First, a series of interviews with 12 managers responsible for marketing programs in market characterized by substantial uncertainty was used to understand the key issues and define the most relevant constructs that engender superior performance in uncertain markets. Then, a testable model explaining the relationships between the identified constructs was developed. Consistent with a robust research design, the constructs and relationships in the model were confirmed using confirmatory factor analysis and structural equations modeling on a 224 responses from a survey of corporate managers responsible for emerging markets marketing operations. The results suggest that the firm's opportunity strategic logic (i.e. opportunity recognition and opportunity creation) acts on the firm's marketing oriented behaviors (market oriented information processing) to configure and deploy a marketing capability that leads to competitive advantages and firm performance. Theoretical contributions point to a leading role for the firm's market oriented information processing in the configuration and deployment of marketing resources under conditions of uncertainty since it mediates the opportunity dominant logic –capabilities – performance relationship. Recommendations for marketing practice include emphasizing the role of opportunity dominant logic when faced with uncertain markets and encouraging the development of marketing learning processes and local networks as drivers of firm performance. / A Dissertation submitted to the Department of Marketing in partial fulfillment of the requirements for the degree of Doctor of Philosophy. / Summer Semester, 2011. / April 27, 2011. / opportunity discovery, uncertainty network building competence, firm cognition, strategic entrepreneurship, resource deployment, resource-based view, dynamic capabilities, dominant strategic logic, emerging markets, marketing strategy, customer value creation, explorator research design, opportunity creation, market orientation, learning orientation, market oriented information processing / Includes bibliographical references. / Gary A. Knight, Professor Directing Dissertation; Bruce Lamont, University Representative; Daekwan Kim, Committee Member; Michael Brusco, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_181921 |
| Contributors | Johansen, Douglas L. (Douglas Lars) (authoraut), Knight, Gary A. (professor directing dissertation), Lamont, Bruce (university representative), Kim, Daekwan (committee member), Brusco, Michael (committee member), Department of Marketing (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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