Development and Verification of Marketing Capabilities Scale for B2B Firms
Citation
Özdemir, N , Kavak, B . (2021). B2B Firmalar için Pazarlama Kabiliyetleri Ölçeği Geliştirilmesi ve Doğrulanması . Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi , 16 (2) , 489-511 . DOI: 10.17153/oguiibf.908930Abstract
This study aims to develop and confirm a scale of marketing capabilities for B2B firms. For this purpose, the existing scales for market sensing, new product development and strategic partnering capability were reorganized, and verified into a united scale. The existing scales are those used by Mu (2015), Morgan, Vorhies and Mason (2009), Theoharakis, Sajtos and Hooley (2009) for market sensing, new product development, and strategic partnering capability, respectively. As a result of the analysis, conducted with 358 medium and large-sized B2B firm managers, the validity and reliability of the scale was revealed and a three-dimensional construct was supported.
