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EMAC 2020 Annual Conference


Marketing and Innovative Capabilities as Complementary to Drive Firm Performance
(A2020-63512)

Published: May 27, 2020

AUTHORS

Simone Didonet, Federal University of ParanĂ¡; Ana Maria Toaldo, Federal University of Parana

KEYWORDS

Marketing capabilities; Innovative capabilities; Firm performance

ABSTRACT

While previous literature recognizes the importance of complementary capabilities to drive firm performance, there are claims regarding the difficulties of developing simultaneous capabilities because of firm resource constraints. Our goal is to discuss these contradictions by exploring the sequence in which marketing capabilities, i.e., architectural (strategic level) and specialized (operational level) develop innovative capability to improve firm performance in the SME setting where the resource capability scarcity is a typicall condition. The results show that architectural marketing capabilities and innovative capabilities complement each other to benefit firm results. This benefit does not occur in the case of specialized marketing capabilities. We shed light on what types of marketing capabilities are more effective to complement innovative capability and to drive firm performance and posit that capabilities complementarity may not be assumed as useful in all situations.

REFERENCES

This article is part of the project "Strategic Marketing and Innovation: Contributions to Brazilian firm performance" funded by the Brazilian National Council of Research (CNPq)