Examining the role of within functional area resource–capability complementarity in achieving customer and product-based performance outcomes

O'Cass, Aron & Sok, Phyra (2012) Examining the role of within functional area resource–capability complementarity in achieving customer and product-based performance outcomes. Journal of Strategic Marketing, 20(4), pp. 345-363.

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Abstract

Adopting both the resource-based view and dynamic capability theory this study advances the contention that firms must possess both resources and capabilities at a superior level to achieve superior customer and product performance. To examine this contention this study investigates the individual effect of the complementarity between marketing resources and capability and complementarity between innovation resources and capability on customer and product performance respectively. The results of a survey of 171 B2B manufacturing firms show a significant main effect for complementarity between marketing resources–capability and complementarity between innovation resources–capability on customer and product performance. The findings also show that complementarity marketing resources–capability has a stronger positive relationship with customer performance than with product performance, while complementarity between innovation resources–capability has a stronger positive relationship with product performance than with customer performance.

Impact and interest:

14 citations in Scopus
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ID Code: 74245
Item Type: Journal Article
Refereed: Yes
Keywords: Resource–capability Combination, Complementarity, Innovation, Marketing, Customer Performance
DOI: 10.1080/0965254X.2011.643918
ISSN: 1466-4488
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 22 Jul 2014 23:17
Last Modified: 10 Jan 2016 22:23

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