Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

Marketing and Innovative Capabilities as Complementary to Drive Firm Performance

Published: May 27, 2020


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


Marketing capabilities; Innovative capabilities; Firm performance


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.


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)