The Formative Mechanism of Marketing Capability: The View of Organizational Learning and Knowledge Management

This paper synthesizes multidisciplinary theories, roundly teases the theoretical foundation of marketing capability, further perfects its conceptual system, and studies the formative mechanism of marketing capability based on the discussion of its fountainhead. As a conclusion, this paper indicates that marketing capability theory is gradually cognized and utilized based on resource and competence theories, and suggests companies to strengthen their organizational learning and knowledge management to improve their marketing capabilities.