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Product resource–capability complementarity, integration mechanisms, and first product advantage
journal contribution
posted on 2023-05-18, 00:17 authored by Ahmadi, H, O'Cass, A, Miles, MPThe current study extends work on resource-based theory (RBT) by exploring resource—capability complementarity in a new context—that of new technology ventures' (NTVs) first product (FP) commercialization in India. This study examines the influence of marketing and technology resource–capability complementarity on FP positional advantages (differentiation and cost-efficiency) and their influence on first product performance (FPP). Furthermore, this study incorporates the influence of supplier integration (SI) mechanisms (in terms of knowledge sharing and co-commercialization) in the process of FP commercialization. The findings suggest that asset complementarities have a positive relation with FP positional advantages, in that both differentiation and cost-efficiency enhance an NTV's FPP, and that SI moderates the relationships between both marketing and technology R–C complementarity and FP positional advantages.
History
Publication title
Journal of Business ResearchVolume
67Issue
5Pagination
704-709ISSN
0148-2963Department/School
TSBEPublisher
Elsevier Inc.Place of publication
United StatesRights statement
Copyright 2013 Elsevier Inc.Repository Status
- Restricted