“…Thus, mere possession of superior resources cannot achieve competitive advantage for the firm, but how a firm deploys its scarce resources, put its capabilities to best use, invest and complement its existing capabilities infrastructure can bring "immobility and inimitability" to its resource-capability framework (Peteraf, 1993;Song et al, 2007). In marketing literature, there has been extensive use of RBV framework to analyze firm performance (Dutta, Narasimhan, & Surendra, 1999;Liebermann & Dhawan, 2005), to understand the interaction between marketing and other functional capabilities and their effect on performance (Song et al, 2007;Song, Droge, Hanvanich, & Calantone, 2005;Song, Nason, & Benedetto, 2008), and particularly to understand inter-organizational relationship performance (Palmatier, Dant, & Grewal, 2007). The results suggest that there is a significant relationship between capabilities and performance.…”