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| Author: | Song, M. (et al.) |
| Title: | Marketing and technology resource complementarity: an analysis of their interaction effect in two environmental contexts |
| Journal: | Strategic Management Journal
2005 : MAR, VOL. 26:3, p. 259-276 |
| Index terms: | marketing performance appraisal resources technology |
| Freeterms: | capabilities |
| Language: | eng |
| Abstract: | The dynamic capabilities perspective posits that a company can leverage the performance impact of existing resources through resource configuration, complementarity and integration, but little empirical research addresses these issues. This paper investigates the effects on performance of marketing capabilities, technological capabilities and their complementarity (interaction), and whether these effects are moderated by low vs. high technological turbulence. Findings from SEM two-group analyses (with controls) indicate that both main effects impact performance positively in both environmental contexts. |
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