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Abstract
ABSTRACT Marketing capabilities has been a vibrant research domain over the past 30 years and marketing capability theory has become a central element in explaining how marketing contributes to firm performance. In this paper, we first review Hunt and colleagues’ work on resource-advantage theory and how it is related with IO, RBV and DC theorising in the development of the marketing capability field. We then employ a structured lens to review current state of the marketing capability knowledge, addressing what marketing capabilities are, how and why they are valuable, the nature of marketing capabilities, types of marketing capabilities, and relationships among marketing capabilities and other factors that have been examined. Finally, we provide thoughts on some key promising future research directions in the marketing capability field.
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