The classification of customer- and brand-oriented marketing capabilities
The classification of customer- and brand-oriented marketing capabilities

Summary/Abstract: According to the Resource-Based Theory of the Firm, companies need to ac-quire and develop a unique set of resources and capabilities to gain a competitive advantage in the market. In the last decade, a number of studies have focused on marketing capabilities. However, there has been no clear classification be-tween marketing capabilities directed towards the development of the brand from the inside out and customer-oriented capabilities, integrating the customer in the process. Purpose of this review is to clearly classify marketing capabilities and define the differences between brand-orientation and customer-orientation. A structure is proposed to better classify marketing capabilities and pave the way for further research. This review article is providing a structure for the Re-source-Based Theory of the firm for improving the classification of resources and capabilities.

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