Working Papers

Market-based Assets and Capabilities, Business Processes, and Financial Performance

Sridhar N. Ramaswami, Mukesh Bhargava, and Rajendra Srivastava

Jan 1, 2004

Develops a framework to show how marketing contributes to business performance by bringing market-based assets and capabilities to bear on three business processes: new product development, customer relationship management, and supply chain management.

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