Marketing Capabilities as Sources of Sustainable Competitive Advantage: A Review of Literature

In our study, we made an effort to review the existing literature with the purpose of illustrating the significance of marketing capabilities, its linkage to the resource-based view and the impact on sustainable competitive advantage. Because of the ever increasing concern of firms to achieve superior performance in a highly competitive environment, the role of marketing capabilities is becoming more and more significant. When compared with other capabilities, marketing capabilities seem to make a more positive impact on the performance of a firm. That is why, in general the past two decades and particularly the last decade, marketing capabilities as sources of superior firm performance, is becoming a significant area of interest for the marketers and marketing authors. In light of this fact the present paper tries to: 1) review the available literature on marketing capabilities and 2) compile a list of identified marketing capabilities for sustainable competitive advantage.