THE IMPACT OF MARKETING CAPABILITY AND DIVERSIFICATION STRATEGY ON PERFORMANCE.

Abstract

This paper examines the impact of marketing capability and diversification strategy on the performance of organization. A survey design with a well structured questionnaire was adopted in collecting data from the respondents and thereafter, the data was analyzed using descriptive analyses on statistical package for social science (SPSS). The results above indicate that there exists a significant relationship between marketing capability and organizational performance, while also proving the fact that diversification have a significantly strong impact on the performance of an organization.

Keywords: Marketing capability, diversification strategy, Resources based view, performance