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 Type:	Refereed Article
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
Author:	O'Cass, A (Professor Aron O'Cass)
Author:	Sok, P (Mr Phyra Sok)
ID Code:	81580
Year Published:	2012
Deposited By:	Management
Deposited On:	2012-12-14
Last Modified:	2017-11-28
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