“…In the resource-based view (RBV) perspective, firm is composed of a bundle of resources and capabilities, leading to differential performance in firms (Barney, 1991;Peteraf, 1993). While resources are defined as tangible or intangible factors that firm uses to achieve its business objectives, capabilities are referred to as organization's repeatable patterns of core routines and skills in carrying out various activities effectively (Amit and Schoemaker, 1993;Finney et al, 2008;Grant, 1991). In a similar vein, marketing capability is defined as an organization's repeatable pattern of actions to carry out the marketing-related needs of the business effectively.…”