Study on Organisational Capability and Their Strategic Impact on Firms Market Share

- The focus of this paper is to theoretically investigate about different organisational capabilities. Understanding about the organisational capability can support organisation to draft strategies and invest directly to the capabilities which has better outcome in terms of business performance. This study focuses on organizational capabilities such as innovation, supply chain management, manufacturingR&D,and marketing and their effect on organizational performance with strategic implications.Organisational capabilities show their presence through organisational processes and are source of competitive advantage. The focus of research is to investigate about marketing capability and associate its relevance in B2B setup.The model of organizational capability and market share as business performance outcome proposed in the paper is one of the useful platform to understand dynamic capability and implementation of capability to solve business bottlenecks. Paper focuses on theoretically conceptualizing and creating platform for research scholars for further extension of this research in the form of empirical study. It would also be useful for managers to benchmark their marketing strategies.