The relative advantage of marketing over technological capabilities in influencing new product performance:the moderating role of country institutions

Abstract

Marketing and technological capabilities are major drivers of new product performance. Prior research has suggested that marketing capabilities outperform technological capabilities. This study shows that the relative advantage of marketing over technological capabilities for new product performance depends on the institutional context in a country. Meta-analytic data of 341 effect sizes of the relationship between capabilities and new product performance taken from 50 articles with 57 independent samples and collected in 17 different countries reveal new contingencies to the capabilities framework. Although in general, marketing capabilities have a stronger influence than technological capabilities on new product performance, this effect is moderated by institutional context factors. The relative advantage decreases and even reverses with increasing growth rates; it further decreases with increasingly stronger rules of law in a country; and it increases in societies that put emphasis on self-expression values over survival values. These findings contribute to research on the utility of different capabilities, inform the institution-based view of firms in international marketing, and provide implications for international marketing managers.

Publication DOI: https://doi.org/10.1509/jim.15.0068
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School
Uncontrolled Keywords: capabilities,institutions,meta-analysis,new product success,Business and International Management,Economics and Econometrics,Marketing
Publication ISSN: 1547-7215
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
https://journal ... 509/jim.15.0068 (Publisher URL)
PURE Output Type: Article
Published Date: 2016-03-01
Accepted Date: 2016-03-01
Authors: Eisend, Martin
Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)
Calantone, Roger J.

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