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

Daryl O. McKee, Jeffery S. Conant, P. Rajan Varadarajan, Michael Mokwa

Research output: Contribution to journalArticlepeer-review

40 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)17-26
Number of pages10
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - Dec 1992

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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