Studying role of marketing competence in the firm level competitiveness

Based on the composite score index methodology, the study measures the role of the marketing competence in the competitive performance of a firm. It describes the competitive performance and marketing competence for the small and medium enterprises. The study inquires into the association and effect of the marketing competence on the competitive performance of the agro-food processing units in Jammu and Kashmir (J&K), India. The results of the present study reveal a positive relationship between the marketing competence and competitive performance. Further, for understanding the competitive position of the surveyed firms, each firm has been positioned in relation to the other firms on competitive performance and marketing competence index. The study has managerial and policy implications for the strategic growth and development of the agro-food processing industry in J&K.