Enhancing Arms' competitive advantage through their marketing capability: MRA and fsQCA Hndings

Abstract

   This study, based on the resource-based theory (RBT) of the firm, investigates the impact of marketingcapability on firm performance. A test with a sample of 225 firms in Ho Chi Minh City bymeans of multiple regression analysis reveals that only three (customer responsiveness, competitorresponsiveness, business relationship quality) out of four components (customer responsiveness,competitor responsiveness, macroenvironment responsiveness, business relationship quality)of marketing capability have a positive effect on firm performance. The results from fsQCA.however, show that business relationship quality does not affect firm performance. Instead, acombination of business relationship quality and macroenvironment responsiveness forms a sufficientcondition for firm performance.