Market orientation, marketing capability, and new product performance: The moderating role of absorptive capacity
Market orientation, marketing capability, and new product performance: The moderating role of absorptive capacity
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DOI：
10.1016/j.jbusres.2016.04.080
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发表时间：
2016-11
影响因子：
11.3
通讯作者：
Saeed Najafi-Tavani;H. Sharifi;Zhaleh Najafi-Tavani
中科院分区：
文献类型：
--
作者：
Saeed Najafi-Tavani;H. Sharifi;Zhaleh Najafi-Tavani
最近的市场营销文献将市场导向和营销能力确定为企业应该用来实现竞争优势的关键概念。先前的研究也证实了这些维度在公司绩效中的交叉效应。本研究扩展了相关文献，引入吸收能力（AC）作为市场导向、市场导向与营销能力的交互作用与企业新产品绩效之间关系的调节因子。本文利用瑞典188家制造业企业的调查数据对研究模型进行了实证检验。该研究结果证实了先前的研究，即市场导向、营销能力和新产品绩效之间存在正相关关系。更重要的是，研究结果显示AC正向调节市场导向与企业新产品绩效之间的关系。此外，研究结果建议专家应将AC视为符合市场导向和营销能力互补效应的竞争因素。这种考虑将有助于解释更好的公司相关绩效，例如新产品绩效。
The recent marketing literature identifies market orientation and marketing capabilities as key concepts that firms should use to achieve their competitive advantages. Previous research also confirms cross effects of these dimensions in firms' performance. The present study extends the literature on this subject by introducing absorptive capacity (AC) as a moderator of the relationship among market orientation, the interaction of market orientation and marketing capability, and firms' new product performance. This study empirically examines the research model using survey data from 188 manufacturing firms in Sweden. The findings confirm previous studies that claim a positive relationship among market orientation, marketing capability, and new product performance. More importantly, the results indicate that AC positively moderates the relationship between market orientation and firms' new product performance. Furthermore, the findings suggest that experts should consider AC as a competitive factor in line with the complimentary effect of market orientation and marketing capability. This consideration would contribute to explain better firm-related performance, such as new product performance.