Success-producer and failure-preventer marketing skills: A social learning theory interpretation Academic Article uri icon


  • 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. 1992 Academy of Marketing Science.

published proceedings

  • Journal of the Academy of Marketing Science

author list (cited authors)

  • McKee, D. O., Conant, J. S., Varadarajan, P. R., & Mokwa, M. P.

citation count

  • 39

complete list of authors

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

publication date

  • January 1992