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Winning through innovation and marketing: Lessons from Australia and Vietnam


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


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
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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