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EMAC 2019 Annual Conference

The Role of Relational Capabilities in Technological Breakthroughs

Published: May 28, 2019


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


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


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.