Marketing capabilities and performance of companies: a case study of the Czech retail sector during the Covid-19 crisis
Marketing capabilities and performance of companies: a case study of the Czech retail sector during the Covid-19 crisis

Summary/Abstract: Marketing capabilities are related to the performance of companies; however, it is still unclear how and to what extent. Resource-Based View (RBV) assumes a relatively straightforward relationship between specific individual skills and resources to maximize net profit. The Dynamic Capabilities View theory assumes synergistic effects between skills and other resources in the company and the relationship of marketing skills may not be straightforward. This paper uses the period of the covid-19 pandemic to evaluate the relationship between marketing skills and their impact on the productivity of companies and technical efficiency of net profit. A questionnaire survey conducted in 2019 focused on enterprises operating in the Retail sector except motor vehicles (NACE 47) with a branch in the Central Bohemian Region of the Czech Republic. The results of the data envelopment analysis and the subsequent regression analyses suggest the existence of a relatively direct influence of market research capabilities on the performance of companies. It can be assumed that the other marketing skills are rather dynamic components within the theory of DCV.

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