Marketing and Technology Resource Complementarity : An Analysis of Their Interaction Effect in Two Environmental Contexts  

Oleh:

Song, Michael ; Droge, Cornelia ; Hanvanich, Sangphet ; Calantone, Roger

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Strategic Management Journal vol. 26 no. 3 (Mar. 2005), page 259-276.
Topik: MARKETING; dynamic marketing / technological capabilities; resource - based theory; interaction effect; SEM

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS30.18 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The dynamic capabilities perspective posits that a firm can leverage the performance impact of exisitng resources through resource configuration, complementarity and integration, but little empirical research addresses these issues. We investigate the effects on performance of marketing capabilities, technological capabilities, and their complementarity (interaction) and whether these effects are moderated by low versus high technological turbulence. Results from SEM two group analyses (with controls) show that both main effects positively impact performance in both environmental contexts. However : 1. their interaction effect is sinificant only in the high - turbulence environment 2. the marketing - related main effect is lower in the high - turbulence environment, and 3. the main effects of technology - related capabilities are the same in both environments. Our results sugegsts that the synergistic performance impact of complementary capabilities can be substantive in particular environmental contexts : wile synergistic rents cannot always be obtained, it is possible to leverage existing resources through complementarity.

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