Success-producer and failure-preventer marketing skills: A social learning theory interpretation

Daryl O. McKee, Jeffery S. Conant, P. Rajan Varadarajan, Michael Mokwa

Research output: Contribution to journalArticle

31 Citations (Scopus)

Abstract

This study examines organizations that emphasize differing types of marketing skills. It is based on a national survey of Health Maintenance Organizations. The organizations are first classified into groups based on their distinctive marketing skill configurations. Six groups were identified. Next, differences between these organization types are examined with respect to organization strategy, characteristics of the chief marketing executive, organizational environment, and performance. These results suggest that more successful organizations develop particular constellations of marketing skills. The results generally appear consistent with a social learning theory perspective on marketing skill development.

Original languageEnglish (US)
Pages (from-to)17-26
Number of pages10
JournalJournal of the Academy of Marketing Science
Volume20
Issue number1
DOIs
StatePublished - Dec 1992

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Social learning
Learning theory
Marketing
Organizational performance
Organization studies
Health maintenance organizations
Skill development
Organizational environment

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing
  • Business and International Management

Cite this

Success-producer and failure-preventer marketing skills : A social learning theory interpretation. / McKee, Daryl O.; Conant, Jeffery S.; Varadarajan, P. Rajan; Mokwa, Michael.

In: Journal of the Academy of Marketing Science, Vol. 20, No. 1, 12.1992, p. 17-26.

Research output: Contribution to journalArticle

McKee, Daryl O. ; Conant, Jeffery S. ; Varadarajan, P. Rajan ; Mokwa, Michael. / Success-producer and failure-preventer marketing skills : A social learning theory interpretation. In: Journal of the Academy of Marketing Science. 1992 ; Vol. 20, No. 1. pp. 17-26.
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