- Title
- Examining the interactive roles of marketing, innovation and social networking capabilities on firms customer-based performance
- Creator
- Sok, Phyra; O'Cass, Aron
- Relation
- 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)
- Relation
- http://anzmac2010.org/proceedings/index.html
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Resource Type
- conference paper
- Date
- 2010
- Description
- 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.
- Subject
- marketing; innovation; networking; capability; complementarity; customer-based
- Identifier
- http://hdl.handle.net/1959.13/933772
- Identifier
- uon:11716
- Identifier
- ISBN:9780473178208
- Language
- eng
- Full Text
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Publisher version (open access) | 133 KB | Adobe Acrobat PDF | View Details Download |