IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v69y2016i12p5644-5652.html
   My bibliography  Save this article

Strategic marketing capability: Mobilizing technological resources for new product advantage

Author

Listed:
  • Kim, Namwoon
  • Shin, Sohyoun
  • Min, Sungwook

Abstract

Although scholars have paid much attention to the conceptualization of marketing capability and its performance implications (e.g. Krasnikov & Jayachandran, 2008; Vorhies, Morgan, & Autry, 2009), there has been little research on the leading role of marketing capability in new product success. Especially, more research efforts are necessary to demonstrate how marketing capability initiates new product development and selectively articulates product advantage. This study presents a conceptual frame of new product–market success, emphasizing that strategic marketing capability (SMC) contributes to matching the revealed or potential market needs to the most appropriate technological resources. Such best-matched marketing and technological resources create either or both of new product advantages, differentiation or cost advantage, which finally lead to better new product performance. Using 209 survey data from the manufacturing and service industry firms in Korea, the current study validates the influence of a firm's SMC on the two different technological resource mobilization modes en route to product advantages and product-market performance.

Suggested Citation

  • Kim, Namwoon & Shin, Sohyoun & Min, Sungwook, 2016. "Strategic marketing capability: Mobilizing technological resources for new product advantage," Journal of Business Research, Elsevier, vol. 69(12), pages 5644-5652.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5644-5652
    DOI: 10.1016/j.jbusres.2016.03.072
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296316303897
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2016.03.072?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    2. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
    3. Helfat, C.E. & Raubitschek, R.S., 2000. "Product Sequencing: Co-Evolution of Knowledge, Capabilities and Products," Papers 00-1, U.S. Department of Justice - Antitrust Division.
    4. Morgan, Neil A. & Slotegraaf, Rebecca J. & Vorhies, Douglas W., 2009. "Linking marketing capabilities with profit growth," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 284-293.
    5. Douglas W. Vorhies & Robert E. Morgan & Chad W. Autry, 2009. "Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance," Strategic Management Journal, Wiley Blackwell, vol. 30(12), pages 1310-1334, December.
    6. Pierre Dussauge & Laurence Capron & Will Mitchell, 1998. "Resource redeployment following horizontal acquisitions in Europe and North America, 1988-1992," Post-Print hal-00464384, HAL.
    7. Zhou, Kevin Zheng & Li, Caroline Bingxin, 2010. "How strategic orientations influence the building of dynamic capability in emerging economies," Journal of Business Research, Elsevier, vol. 63(3), pages 224-231, March.
    8. Greenley, Gordon E. & Hooley, Graham J. & Rudd, John M., 2005. "Market orientation in a multiple stakeholder orientation context: implications for marketing capabilities and assets," Journal of Business Research, Elsevier, vol. 58(11), pages 1483-1494, November.
    9. Kwaku Atuahene-Gima & Anthony Ko, 2001. "An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation," Organization Science, INFORMS, vol. 12(1), pages 54-74, February.
    10. P. M. Bentler & Chih-Ping Chou, 1987. "Practical Issues in Structural Modeling," Sociological Methods & Research, , vol. 16(1), pages 78-117, August.
    11. Wayne S. DeSarbo & C. Anthony Di Benedetto & Michael Song & Indrajit Sinha, 2005. "Revisiting the Miles and Snow strategic framework: uncovering interrelationships between strategic types, capabilities, environmental uncertainty, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 26(1), pages 47-74, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Weiwei Wu & Yexin Liu & Tachia Chin, 2018. "The effect of technology management capability on new product development in China’s service-oriented manufacturing firms: a social capital perspective," Asia Pacific Business Review, Taylor & Francis Journals, vol. 24(2), pages 212-232, March.
    2. Judith Cavazos-Arroyo & Rogelio Puente-Diaz, 2019. "The Influence of Marketing Capability in Mexican Social Enterprises," Sustainability, MDPI, vol. 11(17), pages 1-15, August.
    3. Jesse Heimonen & Marko Kohtamäki, 2019. "Measuring new product and service portfolio advantage," International Entrepreneurship and Management Journal, Springer, vol. 15(1), pages 163-174, March.
    4. Alexander Salmen, 2021. "New Product Launch Success: A Literature Review," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 69(1), pages 151-176.
    5. Davcik, Nebojsa S. & Cardinali, Silvio & Sharma, Piyush & Cedrola, Elena, 2021. "Exploring the role of international R&D activities in the impact of technological and marketing capabilities on SMEs’ performance," Journal of Business Research, Elsevier, vol. 128(C), pages 650-660.
    6. Tsui-Yii Shih, 2018. "Determinants of Enterprises Radical Innovation and Performance: Insights into Strategic Orientation of Cultural and Creative Enterprises," Sustainability, MDPI, vol. 10(6), pages 1-22, June.
    7. Arnett, Dennis B. & Sandvik, Izabela L. & Sandvik, Kåre, 2018. "Two paths to organizational effectiveness – Product advantage and life-cycle flexibility," Journal of Business Research, Elsevier, vol. 84(C), pages 285-292.
    8. Ahmad Husairi, Mariyani & Morgan, Robert E. & De Luca, Luigi M., 2021. "Market entry timing: The impact of complementary capabilities on strategic outcomes," Journal of Business Research, Elsevier, vol. 132(C), pages 45-55.
    9. Lee, Ryeowon & Lee, Jong-Ho & Garrett, Tony C., 2019. "Synergy effects of innovation on firm performance," Journal of Business Research, Elsevier, vol. 99(C), pages 507-515.
    10. Hosung Son & Joosung Lee & Yanghon Chung, 2017. "Value Creation Mechanism of Social Enterprises in Manufacturing Industry: Empirical Evidence from Korea," Sustainability, MDPI, vol. 10(1), pages 1-24, December.
    11. Hoskins, Jake D. & Carson, Stephen J., 2022. "Industry conditions, market share, and the firm’s ability to derive business-line profitability from diverse technological portfolios," Journal of Business Research, Elsevier, vol. 149(C), pages 178-192.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Manisha Mathur, 2022. "Who pulls the strings: firm strategy or firm environment in controlling firm risk?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 341-359, December.
    2. Engelen, Andreas & Kube, Harald & Schmidt, Susanne & Flatten, Tessa Christina, 2014. "Entrepreneurial orientation in turbulent environments: The moderating role of absorptive capacity," Research Policy, Elsevier, vol. 43(8), pages 1353-1369.
    3. Xiaoming He & Yaqun Yi & Zelong Wei, 2019. "New product development capabilities in China: the moderating role of TMT cooperative behavior," Asian Business & Management, Palgrave Macmillan, vol. 18(2), pages 73-97, April.
    4. Krzysztof Borodako & Jadwiga Berbeka & Michał Rudnicki, 2021. "Innovation Orientation in Business Services," Books, Edward Elgar Publishing, number 19897.
    5. Adriana Roseli Wünsch Takahashi & Sergio Bulgacov & Elder Semprebon & Mônica Maier Giacomini, 2017. "Dynamic capabilities, Marketing Capability and Organizational Performance," Brazilian Business Review, Fucape Business School, vol. 14(5), pages 466-478, September.
    6. Rogier van de Wetering & Tom Hendrickx & Sjaak Brinkkemper & Sherah Kurnia, 2021. "The Impact of EA-Driven Dynamic Capabilities, Innovativeness, and Structure on Organizational Benefits: A Variance and fsQCA Perspective," Sustainability, MDPI, vol. 13(10), pages 1-23, May.
    7. Ngo, Liem Viet & Bucic, Tania & Sinha, Ashish & Lu, Vinh Nhat, 2019. "Effective sense-and-respond strategies: Mediating roles of exploratory and exploitative innovation," Journal of Business Research, Elsevier, vol. 94(C), pages 154-161.
    8. Jean, Ruey-Jer “Bryan” & Sinkovics, Rudolf R. & Kim, Daekwan & Lew, Yong Kyu, 2015. "Drivers and performance implications of international key account management capability," International Business Review, Elsevier, vol. 24(4), pages 543-555.
    9. Nieves, Julia & Haller, Sabine, 2014. "Building dynamic capabilities through knowledge resources," Tourism Management, Elsevier, vol. 40(C), pages 224-232.
    10. FeCheng Ma & Farhan Khan & Kashif Ullah Khan & Si XiangYun, 2021. "Investigating the Impact of Information Technology, Absorptive Capacity, and Dynamic Capabilities on Firm Performance: An Empirical Study," SAGE Open, , vol. 11(4), pages 21582440211, November.
    11. Iman Seoudi & Matthias Huehn & Bo Carlsson, 2008. "Penrose Revisited: A Re-Appraisal of the Resource Perspective," Working Papers 14, The German University in Cairo, Faculty of Management Technology.
    12. Judith Cavazos-Arroyo & Rogelio Puente-Diaz, 2019. "The Influence of Marketing Capability in Mexican Social Enterprises," Sustainability, MDPI, vol. 11(17), pages 1-15, August.
    13. Laurence Capron & Will Mitchell, 2009. "Selection Capability: How Capability Gaps and Internal Social Frictions Affect Internal and External Strategic Renewal," Organization Science, INFORMS, vol. 20(2), pages 294-312, April.
    14. Jean, Ruey Jer “Bryan” & Kim, Daekwan & Bello, Daniel C., 2017. "Relationship-based product innovations: Evidence from the global supply chain," Journal of Business Research, Elsevier, vol. 80(C), pages 127-140.
    15. Haili Zhang & Yufan Wang & Michael Song, 2019. "Does Competitive Intensity Moderate the Relationships between Sustainable Capabilities and Sustainable Organizational Performance in New Ventures?," Sustainability, MDPI, vol. 12(1), pages 1-18, December.
    16. Andrew A. King & Christopher L. Tucci, 2002. "Incumbent Entry into New Market Niches: The Role of Experience and Managerial Choice in the Creation of Dynamic Capabilities," Management Science, INFORMS, vol. 48(2), pages 171-186, February.
    17. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    18. Ante Glavas & Jenny Mish, 2015. "Resources and Capabilities of Triple Bottom Line Firms: Going Over Old or Breaking New Ground?," Journal of Business Ethics, Springer, vol. 127(3), pages 623-642, March.
    19. Stefano Denicolai & Antonella Zucchella & Federico Moretti, 2018. "Not So Similar After All: Exploring The Diversity Of Strategic Orientations For Innovation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(04), pages 1-33, May.
    20. Lin Song & Li Jing, 0. "Strategic orientation and performance of new ventures: empirical studies based on entrepreneurial activities in China," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-24.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5644-5652. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.