Journal of Marketing Management

Marketing Orientation, Marketing Capability and Marketing Strategy of Oil and Gas Firms
Sheila Namagembe

Abstract
The study examined the effect of both firm marketing orientation and marketing capability on marketing strategy, firm marketing orientation on marketing strategy and the mediating role of a firm’s marketing capability on the marketing orientation- marketing strategy relationship. Data was collected from Oil and Gas marketing firms. A total of sixty Oil and Gas firms were invited to participate in the study. The SMART PLS software was used to obtain results on the influence of a firm’s marketing orientation on its marketing capability and marketing strategy; the influence of a firm’s marketing capability and marketing strategy and the mediating role of a firm’s marketing capability on the marketing orientation-marketing strategy relationship. Findings indicated that both marketing orientation and marketing capability influenced marketing strategy, a firm’s marketing capability influenced its marketing strategy and a partial mediation effect was observed when the mediating role of a firm’s marketing capability on the marketing orientation-marketing strategy relationship was assessed. All in all, the research was carried out in Oil and Gas firms eliminating firms that deal in the sale of other energy products. The research assessed marketing orientation, marketing capability and marketing strategy in a local context eliminating the influence marketing orientation and marketing capability would have on marketing strategy in international energy marketing. Many Oil and Gas firms are international firms that deal with the upstream oil and gas activities.

Full Text: PDF     DOI: 10.15640/jmm.v10n1a3