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Winning through innovation and marketing: Lessons from Australia and Vietnam
Citation
O'Cass, AG and Ngo, LV, Winning through innovation and marketing: Lessons from Australia and Vietnam, Industrial Marketing Management, 40, (8) pp. 1319-1329. ISSN 0019-8501 (2011) [Refereed Article]
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Copyright Statement
Copyright 2011 Elsevier Inc.
DOI: doi:10.1016/j.indmarman.2011.10.004
Abstract
We examine the role of innovation and marketing, two functional capabilities that have the capacity to play a
major role in creating superior marketplace performance in firms. Our study of the two capabilities and firms'
marketplace performance also takes into account the contribution of entrepreneurial orientation (EO) and
market orientation (MO) to our focal functional capabilities and marketplace performance. The results of a
study of firms in Australia and Vietnam show innovation capability, marketing capability mediate the effects
of the firm's MO on its marketplace performance. The results also show that the interaction of innovation and
marketing capabilities significantly influences firms' marketplace performance more than they do individually.
Finally, our results show that MO partially mediates the relationship between EO and innovation and marketing
capabilities.
Item Details
Item Type: | Refereed Article |
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Keywords: | innovation, marketing, entrepreneurial orientation, capabilities, market orientation |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing management (incl. strategy and customer relations) |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | O'Cass, AG (Professor Aron O'Cass) |
ID Code: | 78012 |
Year Published: | 2011 |
Web of Science® Times Cited: | 45 |
Deposited By: | Management |
Deposited On: | 2012-06-12 |
Last Modified: | 2014-11-10 |
Downloads: | 8 View Download Statistics |
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