The Influence of Marketing Capability on Firm Performance: An Empirical Evidence from Nigeria

Abstract

Firm performance play an important role toward National development of a country through job creation, income generation as well as provision of goods and services This paper therefore examines the influence of marketing capability on firm performance in Nigeria.. It is empirically established that marketing capability has positive impact on firm performance. Which indicates that, marketing capability can make firms to innovate and implement new processes to meet with market dynamism which eventually lead firms to achieve performance in Nigeria.    

Keywords: Dynamic capability; Firm performance; marketing capability.