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Examining the role of within functional area resource-capability complementarity in achieving customer and product-based performance outcomes
Citation
O'Cass, A and Sok, P, Examining the role of within functional area resource-capability complementarity in achieving customer and product-based performance outcomes, Journal of Strategic Marketing, 20, (4) pp. 345-363. ISSN 0965-254X (2012) [Refereed Article]
Copyright Statement
Copyright 2012 Taylor & Francis
DOI: doi:10.1080/0965254X.2011.643918
Abstract
Adopting both the resource-based view and dynamic capability theory this study
advances the contention that firms must possess both resources and capabilities at a
superior level to achieve superior customer and product performance. To examine this
contention this study investigates the individual effect of the complementarity between
marketing resources and capability and complementarity between innovation resources
and capability on customer and product performance respectively. The results of a
survey of 171 B2B manufacturing firms show a significant main effect for complementarity
between marketing resources–capability and complementarity between
innovation resources–capability on customer and product performance. The findings
also show that complementarity marketing resources–capability has a stronger positive
relationship with customer performance than with product performance, while complementarity
between innovation resources–capability has a stronger positive relationship
with product performance than with customer performance.
Item Details
Item Type: | Refereed Article |
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Keywords: | resource–capability combination, complementarity, innovation, marketing, customer performance, product performance |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing theory |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | O'Cass, A (Professor Aron O'Cass) |
UTAS Author: | Sok, P (Mr Phyra Sok) |
ID Code: | 81580 |
Year Published: | 2012 |
Deposited By: | Management |
Deposited On: | 2012-12-14 |
Last Modified: | 2021-07-06 |
Downloads: | 1 View Download Statistics |
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