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EMAC 2019 Annual Conference


The Role of Relational Capabilities in Technological Breakthroughs
(A2019-10097)

Published: May 28, 2019

AUTHORS

Kyriakos Kyriakopoulos, ALBA GBS; Matt Hughes, School of Business and Economics / Loughborough University; Paul Hughes, Leicester Castle Business School

KEYWORDS

Relational Capabilities, technological radicalness; technological radicalness; high–tech B2B industries

ABSTRACT

While relational capabilities are the cornerstone of modern marketing practice and theory, there are conflicting claims about their value for technological breakthroughs. Our goal is to explore this conflicting role of market relating capabilities in technological breakthroughs. We explore the impact of two relational capabilities (Channel Management and CRM capabilities) on the technological radicalness of new products. The results show that channel management capabilities reduce while CRM capabilities foster the technological radicalness of new products.