A fuzzy-set comparative analysis of marketing capability configurations

Abstract

Realizing the advantage of a set-theoretic approach to marketing research, this study employs a fuzzy-set qualitative comparative analysis (fsQCA) to configure the roles of psychological capital (PsyCap) and marketing capital (MarCap) in the job performance of marketers. fsQCA findings, based on a data set collected from a sample of 472 marketers in Vietnam, reveal that only one component of PsyCap (hope) is a sufficient condition for job performance and that combinations of other components of PsyCap and MarCap form sufficient conditions for job performance. Overall, the findings of this study shed light on two types of human resource capital of marketers; that is, PsyCap and MarCap.