In search of innovation and customer-related performance superiority: The role of market orientation, marketing capability, and innovation capability interactions

Journal of Product Innovation Management

Volumn 29, Issue 5, 2012, Pages 861-877

  Ngo, Liem Viet ^a   O'Cass, Aron ^b  

^a UNIVERSITY OF NEW SOUTH WALES   (Australia)

^b UNIVERSITY OF TASMANIA   (Australia)

Author keywords

[No Author keywords available]

Indexed keywords

DEPLOYMENT PROCESS; FUNCTIONAL AREAS; INNOVATION CAPABILITY; KNOWLEDGE RESOURCE; MARKET ORIENTATION; MARKETING CAPABILITY; PERFORMANCE IMPACT; PERFORMANCE OUTCOME; RESEARCH QUESTIONS; RESOURCE-BASED VIEW;

COMMERCE; INDUSTRY; RESEARCH; SALES; TECHNOLOGY TRANSFER;

INNOVATION;

EID: 84864658592     PISSN: 07376782     EISSN: 15405885     Source Type: Journal    
DOI: 10.1111/j.1540-5885.2012.00939.x     Document Type: Article

References (91)

1. Adler, P. S., and, A. J. Shenhar., 1990. Adapting your technological base: The organizational challenge. Sloan Management Review 32 (1): 25-37.
2. Aiken, L. S., and, S. G. West., 1991. Multiple regression: Testing and interpreting interactions. Thousand Oaks, CA: Sage.
3. Amit, R., and, P. J. H. Schoemaker., 1993. Strategic assets and organizational rent. Strategic Management Journal 14 (1): 33-46.
4. Aragõn-Correa, A. J., V. J. García-Morales, and, E. Cordõn-Pozo., 2007. Leadership and organizational learning's role on innovation and performance: Lessons from Spain. Industrial Marketing Management 36 (3): 349-359.
5. Armstrong, S. J., and, T. S. Overton., 1977. Estimating nonresponse bias in mail surveys. Journal of Marketing Research 14 (3): 396-402.
6. Atuahene-Gima, K., 1993. Determinants of inward technology licensing intentions: An empirical analysis of Australian engineering firms. Journal of Product Innovation Management 10 (3): 230-240.
7. Atuahene-Gima, K., 1996. Market orientation and innovation. Journal of Business Research 35 (2): 93-103. (Pubitemid 126159603)
8. Atuahene-Gima, K., and, A. Ko., 2001. Empirical investigation of the effect of market orientation and entrepreneurship orientation alignment on product innovation. Organization Science 12 (1): 54-74.
9. Barney, J. B., 1991. Firm resources and sustained competitive advantage. Journal of Management 17 (1): 99-120.
10. Baron, R. M., and, D. A. Kenny., 1986. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology 51 (6): 1173-1182.
11. Bharadwaj, S. G., R. P. Varadarajan, and, J. Fahy., 1993. Sustainable competitive advantage in service industries: A conceptual model and research propositions. Journal of Marketing 57 (4): 83-99.
12. Brown, S. P., and, W. W. Chin., 2004. Satisfying and retaining customers through independent service representatives. Decision Sciences 35 (3): 527-550.
13. Cassel, C. M., P. Hackl, and, A. H. Westlund., 2000. On measurement on intangible assets: A study of robustness of partial least squares. Total Quality Management 11 (7): 897-907.
14. Chiesa, V., P. Coughlan, and, C. A. Voss., 1996. Development of a technical innovation audit. Journal of Product Innovation Management 13 (2): 105-136. (Pubitemid 126348284)
15. Chin, W. W., 1998. Commentary: Issues and opinion on structural equation modeling. MIS Quarterly 22 (1): vii-xvi.
16. Chin, W. W., B. L. Marcolin, and, P. R. Newsted., 2003. A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and electronic mail emotion/adoption study. Information Systems Research 14 (2): 189-217.
17. Chin, W. W., and, P. R. Newsted., 1999. Structural equation modeling analysis with small samples using partial least squares. In Statistical strategies for small sample research, ed., R. H. Hoyle, 307-341. Thousand Oaks, CA: Sage.
18. Collis, D. J., and, C. A. Montgomery., 1995. Competing on resources: Strategy in the 1990s. Harvard Business Review 73 (4): 118-128.
19. Cooper, R. G., and, E. J. Kleinschmidt., 2000. New product performance: What distinguishes the star products. Australian Journal of Management 25 (1): 17-46.
20. Danneels, E., 2007. The process of technological competence leveraging. Strategic Management Journal 28 (5): 511-533. (Pubitemid 46571836)
21. Day, G. S., 1994. The capabilities of market-driven organizations. Journal of Marketing 58 (4): 37-52.
22. Day, G. S., and, R. Wensley., 1988. Assessing advantage: A framework for diagnosing competitive superiority. Journal of Marketing 52 (2): 1-20.
23. DeSarbo, W. S., C. Anthony Di Benedetto, and, M. Song,. 2007. A heterogeneous resource based view approach for exploring relationships between firm performance and capabilities. Journal of Modelling in Management 2 (2): 103-130.
24. DeSarbo, W. S., K. Jedidi, and, I. Sinha., 2001. Customer value analysis in a heterogeneous market. Strategic Management Journal 22 (9): 845-857.
25. Drucker, P. F., 1954. The practice of management. New York: Harper Press.
26. Eggert, A., W. Ulaga, and, F. Schultz., 2006. Value creation in the relationship life cycle: A quasi-longitudinal analysis. Industrial Marketing Management 35 (1): 20-27. (Pubitemid 43055501)
27. Eisenhardt, K. M., and, J. A. Martin., 2000. Dynamic capabilities: What are they? Strategic Management Journal 21 (10/11): 1105-1121.
28. Fornell, C., and, D. F. Larcker., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18 (1): 39-50.
29. Garud, R., and, P. R. Nayyar., 1994. Transformative capacity: Continual structuring by intertemporal technology transfer. Strategic Management Journal 15 (5): 365-385.
30. Gatignon, H., and, J.-M. Xuereb., 1997. Strategic orientation of the firm and new product performance. Journal of Marketing Research 34 (February): 77-90.
31. Gebhardt, G. F., G. S. Carpenter, and, J. F. Sherry., 2006. Creating a market orientation: A longitudinal, multifirm, grounded analysis of cultural transformation. Journal of Marketing 70 (October): 37-55. (Pubitemid 44714009)
32. Green, D. H., D. W. Barclay, and, A. B. Ryans., 1995. Entry strategy and long-term performance: Conceptualization and empirical examination. Journal of Marketing 59 (4): 1-16.
33. Griffin, A., and, J. R. Hauser., 1996. Integrating R&D and marketing: A review and analysis of the literature. Journal of Product Innovation Management 13 (3): 191-215. (Pubitemid 126359540)
34. Hair, J. F., Jr., R. E. Anderson, R. L. Tatham, and, W. C. Black., 1998. Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall.
35. Han, J. K., N. Kim, and, R. K. Srivastava., 1998. Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing 62 (4): 30-45.
36. Huber, G. P., and, D. J. Power., 1985. Retrospective reports of strategic-level managers: Guidelines for increasing their accuracy. Strategic Management Journal 6 (2): 171-180.
37. Hulland, J., 1999. Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal 20 (2): 195-204. (Pubitemid 129545447)
38. Hult, G. T. M., and, D. J. Ketchen Jr., 2001. Does market orientation matter?: A test of the relationship between positional advantage and performance. Strategic Management Journal 22 (9): 899-906. (Pubitemid 33615814)
39. Hult, G. T. M., D. J. Ketchen Jr., and, S. F. Slater., 2005. Market orientation and performance: An integration of disparate approaches. Strategic Management Journal 26 (12): 1173-1181. (Pubitemid 41547435)
40. Hunt, S. D., and, R. M. Morgan., 1995. The comparative advantage theory of competition. Journal of Marketing 59 (2): 1-15.
41. Hurley, R. F., and, G. T. M. Hult., 1998. Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing 62 (3): 42-54.
42. Jaworski, B. J., and, A. K. Kohli., 1993. Market orientation: Antecedents and consequences. Journal of Marketing 57 (3): 53-70.
43. Jayachandran, S., S. Sharma, P. Kaufman, and, P. Raman., 2005. The role of relational information processes and technology use in customer relationship management. Journal of Marketing 69 (4): 177-192. (Pubitemid 41504947)
44. Joreskog, K. G., and, H. Wold., 1982. Systems under indirect observation: Causality, structure, prediction. Amsterdam: North Holland.
45. Ketchen, D. J., Jr., G. T. M. Hult, and, S. F. Slater., 2007. Toward greater understanding of market orientation and the resource-based view. Strategic Management Journal 28 (9): 961-964. (Pubitemid 47245739)
46. Kohli, A. K., and, B. J. Jaworski., 1990. Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing 54 (April): 1-18.
47. Krasnikov, A., and, S. Jayachandran., 2008. The relative impact of marketing, research and development, and operations capabilities on firm performance. Journal of Marketing 72 (4): 1-11.
48. Kusunoki, K., I. Nonaka, and, A. Nagata., 1998. Organizational capabilities in product development of Japanese firms: A conceptual framework and empirical findings. Organization Science 9 (6): 699-718. (Pubitemid 128500999)
49. Lindell, M. K., and, D. J. Whitney., 2001. Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology 86 (1): 114-121. (Pubitemid 33404733)
50. Mahoney, J. T., and, R. J. Pandian., 1992. The resource-based view within the conversation of strategic management. Strategic Management Journal 13 (5): 363-380.
51. Malhotra, N. K., S. S. Kim, and, A. Patil., 2006. Common method variance in IS research: A comparison of alternative approaches and a reanalysis of past research. Management Science 52 (12): 1865-1883. (Pubitemid 44927001)
52. Matsuno, K., and, J. T. Mentzer., 2000. The effects of strategy type on the market orientation-performance relationship. Journal of Marketing 64 (4): 1-16.
53. Menguc, B., and, S. Auh., 2006. Creating a firm-level dynamic capability through capitalizing on market orientation and innovativeness. Journal of the Academy of Marketing Science 34 (1): 63-73. (Pubitemid 43075706)
54. Moorman, C., and, R. T. Rust., 1999. The role of marketing. Journal of Marketing 63: 180-197.
55. Moorman, C., and, R. J. Slotegraaf., 1999. The contingency value of complementary capabilities in product development. Journal of Marketing Research 36 (2): 239-257.
56. Morgan, N. A., D. W. Vorhies, and, C. H. Mason., 2009. Market orientation, marketing capability, and firm performance. Strategic Management Journal 30 (8): 909-920.
57. Morgan, N. A., S. Zou, D. W. Vorhies, and, C. S. Katsikeas., 2003. Experiential and informational knowledge, architectural marketing capabilities, and the adaptive performance of export ventures. Decision Sciences 34 (2): 287-321. (Pubitemid 37260958)
58. Newbert, S. L., 2007. Empirical research on the resource-based view of the firm: An assessment and suggestions for future research. Strategic Management Journal 28 (2): 121-146. (Pubitemid 46144835)
59. Nunnally, J. C., 1978. Psychometric theory. New York: McGraw-Hill.
60. O'Cass, A., and, L. V. Ngo., 2007. Market orientation versus innovation culture: Two routes to superior brand performance. European Journal of Marketing 41 (7/8): 868-887.
61. Olson, E. M., S. F. Slater, and, G. T. M. Hult., 2005. The performance implications of fit among business strategy, marketing organization structure, and strategic behavior. Journal of Marketing 69 (3): 49-65. (Pubitemid 41017927)
62. Peteraf, M. A., and, M. E. Bergen., 2003. Scanning dynamic competitive landscapes: A market-based and resource-based framework. Strategic Management Journal 24 (10): 1027-1041.
63. Podsakoff, P. M., S. B. MacKenzie, N. P. Podsakoff, and, J. Y. Lee., 2003. The mismeasure of management and its implications for leadership research. Leadership Quarterly 14 (6): 615-656. (Pubitemid 37468931)
64. Prahalad, C. K., and, G. Hamel., 1990. The core competence of the corporation. Harvard Business Review 68 (3): 79-91.
65. Priem, R. L., and, J. E. Butler., 2001. Is the resource-based "view" a useful perspective for strategic management research? Academy of Management Review 26 (1): 22-40.
66. Ramani, G., and, V. Kumar., 2008. Interaction orientation and firm performance. Journal of Marketing 72 (1): 27-45.
67. Ramaswami, S. N., R. K. Srivastava, and, M. Bhagarva., 2009. Market-based capabilities and financial performance of firms: Insights into marketing's contribution to firm value. Journal of the Academy of Marketing Science 37 (2): 97-116.
68. Ray, G., J. B. Barney, and, W. A. Muhanna., 2004. Capabilities, business processes, and competitive advantage: Choosing the dependent variable in empirical tests of the resource-based view. Strategic Management Journal 25 (1): 23-37.
69. Sarkar, M. B., R. Echambadi, and, J. S. Harrison., 2001. Alliance entrepreneurship and firm market performance. Strategic Management Journal 22 (6/7): 701-711. (Pubitemid 33612465)
70. Schepers, J., W. Martin, and, K. de Ruyter,. 2005. Leadership styles in technology acceptance: Do followers practice what leaders preach? Managing Service Quality 15 (6): 496-508. (Pubitemid 41722411)
71. Shook, C. L., D. J. Ketchen Jr., G. T. M. Hult, and, M. K. Kacmar., 2004. An assessment of the use of structural equation modeling in strategic management research. Strategic Management Journal 25 (4): 397-404.
72. Siguaw, J. A., P. M. Simpson, and, C. A. Enz., 2006. Conceptualizing innovation orientation: A framework for study and integration of innovation research. Journal of Product Innovation Management 23 (6): 556-574. (Pubitemid 44601399)
73. Slater, S. F., and, J. C. Narver., 1995. Customer-led and market-oriented: Let's not confuse the two. Strategic Management Journal 19 (10): 1001-1006. (Pubitemid 128469403)
74. Slater, S. F., and, J. C. Narver., 1999. Market-oriented is more than being customer-led. Strategic Management Journal 20 (12): 1165-1168. (Pubitemid 129546713)
75. Slater, S. F., E. M. Olson, and, G. T. M. Hult., 2006. The moderating influence of strategic orientation on the strategy formation capability-performance relationship. Strategic Management Journal 27 (12): 1221-1231. (Pubitemid 44846883)
76. Slotegraaf, R. J., and, P. R. Dickson., 2004. The paradox of a marketing planning capability. Journal of the Academy of Marketing Science 32 (4): 371-385. (Pubitemid 39307863)
77. Sobel, M. E., 1982. Asymptotic confidence intervals for indirect effects in structural equation models. In Sociological methodology, ed., S. Leinhardt, 290-312. Washington, DC: American Sociological Association.
78. Sobel, M. E., 1988. Direct and indirect effect in linear structural equation models. In Common problems/proper solutions: Avoiding error in quantitative research, ed., J. S. Long, 46-64. Beverly Hills, CA: Sage.
79. Song, M., C. Droge, S. Hanvanich, and, R. Calantone., 2005. Marketing and technology resource complementarity: An analysis of their interaction effect in two environmental contexts. Strategic Management Journal 26 (3): 259-276. (Pubitemid 40184501)
80. Steiger, J., 1980. Tests for comparing elements of a correlation matrix. Psychological Bulletin 87 (2): 245-251.
81. Stone, M., 1974. Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society 36 (2): 111-133.
82. Teece, D. J., G. Pisano, and, A. Shuen., 1997. Dynamic capabilities and strategic management. Strategic Management Journal 18 (7): 509-533. (Pubitemid 127467809)
83. Tenenhaus, M., V. E. Vinzi, Y.-M. Chaltelin, and, C. Lauro., 2005. PLS path modeling. Computational Statistics & Data Analysis 48 (1): 159-205.
84. Tushman, M. L., 1997. Winning through innovation. Strategy and Leadership 25 (4): 14-19.
85. Vorhies, D. W., and, N. A. Morgan., 2005. Benchmarking marketing capabilities for sustainable competitive advantage. Journal of Marketing 69 (1): 80-94. (Pubitemid 40195120)
86. Vorhies, D. W., R. E. Morgan, and, C. W. Autry., 2009. Product-market strategy and the marketing capabilities of the firm: Impact on market effectiveness and cash flow performance. Strategic Management Journal 30 (12): 1310-1334.
87. Weerawardena, J., and, A. O'Cass., 2004. Exploring the characteristics of the market-driven firms and antecedents to sustained competitive advantage. Industrial Marketing Management 33 (5): 419-428. (Pubitemid 38687207)
88. White, C. J., P. R. Varadarajan, and, P. A. Dacin., 2003. Market situation interpretation and response: The role of cognitive style, organizational culture, and information use. Journal of Marketing 67 (3): 63-79. (Pubitemid 36946192)
89. Zhou, K. Z., J. J. Li, N. Zhou, and, C. Su., 2008. Market orientation, job satisfaction, product quality, and firm performance: Evidence from China. Strategic Management Journal 29 (9): 985-1000.
90. Zhou, K. Z., and, F. Wu,. 2010. Technological capability, strategic flexibility, and product innovation. Strategic Management Journal 31 (5): 547-561.
91. Zhou, K. Z., C. K. Yim, and, D. K. Tse., 2005. The effects of strategic orientations on technology- and market-based breakthrough innovations. Journal of Marketing 69 (2): 42-60. (Pubitemid 40554518)