Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/933772
- Examining the interactive roles of marketing, innovation and social networking capabilities on firms customer-based performance
- The University of Newcastle. Faculty of Business & Law, Newcastle Business School
- This study investigates how marketing capability, innovation capability and their complementarity effect influence on firm customer-based performance. The study also examines the moderating role of social networking capability on these relationships. The results of a survey of 184 SME manufacturing firms show that both marketing and innovation capabilities significantly influence customer-based performance. Further, our findings reveal that the complementary effect of marketing and innovation capabilities is also positively related to customer-based performance. In addition, the marketing and innovation capabilities relationships with customer-based performance are moderated by social networking capability. However, social networking capability does not moderate the complementary effect of marketing and innovation capabilities.
- Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (ANZMAC 2010). Proceedings of the Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (Canterbury, New Zealand 29 November - 1 December, 2010)
- Australian and New Zealand Marketing Academy (ANZMAC)
- Resource Type
- conference paper