Abstract

Enterprise resource-based view of our strategy and marketing theory, marketing resources to build the level of the model, revealing a multi-level marketing resources, multi-dimensional system resources, marketing resources to transform business performance through the progressive levels of mechanism, that is the basis of marketing resources into a marketing capabilities, marketing capabilities translate into market assets, market assets then transformed into business performance. Model based on level of marketing resources, we have proposed the role of the marketing resources to enhance the business performance level of a series of propositions, but these propositions to be empirically tested. Based on the firm resource strategic view and marketing theory, the paper puts forward a hierarchical model of marketing resources, which suggests that marketing resources is a resources system with multi-layers and multi-dimensions. The transforming process from marketing resources to firm performance is in the hierarchical order, such as basic marketing resources to marketing capabilities, marketing capabilities to market-based assets, and then market-based assets to firm performance. Based on the model, the paper suggests a series of propositions about the impact of hierarchical marketing resources on firm performance, and then gives a future research direction