Document Type

Conference publication

Publication details

O'Cass, A, Weerawardena, J & Julian, CC 2004, 'Industry structure in marketing strategy and brand performance', in J Wiley & P Thirkell (eds), Marketing accountabilities and responsibilities: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Wellington, New Zealand, 29 November - 2 December, Victoria University of Wellington Press, Wellington, New Zealand. ISBN: 0475222151


A manager’s perception of their industry environment has the potential to impact the firms marketing strategy. This may be particularly so with regard to perceptions driving a firm’s market focused learning and marketing capability. This paper theorizes that firms operating within a competitive industry environment tend to build superior market focused learning capabilities which in turn enable them to build superior marketing capabilities. Both market learning and marketing capabilities lead to higher brand performance. The results largely support the hypothesized relationship suggesting the need to examine other firm-specific factors driving the capability-building activity.