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Examining the role of within functional area resource-capability complementarity in achieving customer and product-based performance outcomes

journal contribution
posted on 2023-05-17, 15:03 authored by O'Cass, A, Sok, P
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.

History

Publication title

Journal of Strategic Marketing

Volume

20

Issue

4

Pagination

345-363

ISSN

0965-254X

Department/School

TSBE

Publisher

Routledge

Place of publication

UK

Rights statement

Copyright 2012 Taylor & Francis

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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