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

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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.

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Authors and Affiliations

  1. Louisiana State University, Louisiana, USA

    Daryl O. McKee

  2. Texas A&M University, Texas, USA

    Jeffery S. Conant & P. Rajan Varadarajan

  3. Arizona State University, Arizona, USA

    Michael P. Mokwa

Authors
  1. Daryl O. McKee
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  2. Jeffery S. Conant
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  3. P. Rajan Varadarajan
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  4. Michael P. Mokwa
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McKee, D.O., Conant, J.S., Varadarajan, P.R. et al. Success-producer and failure-preventer marketing skills: A social learning theory interpretation. JAMS 20, 17–26 (1992). https://doi.org/10.1007/BF02723472

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