In a dynamic global business-to-business (B2B) environment, innovation and marketing appear crucial to providing supplier firms’ positional advantage through the ability to create value for customers. Our examination is grounded in seeking to address the research question: To what extent is the creation of superior performance, relationship, and co-creation value driven by market orientation, product innovation and marketing capabilities in B2B firms? The results of a survey of 155 large B2B firms show product innovation capability and marketing capability partially mediates the relationship between a firms’ market orientation and its ability to create value (performance and co-creation), except for the role of marketing capability which we found acted as a full mediator of the relationship between market orientation and relationship value.
► Some suggest that simply being market oriented is not enough to create value and gain marketplace advantages.
► Firms must attempt to deliver 2 types of value- building relationships with B2B customers and collaborating with them.
► To do this they need value creating capabilities.
► We examine the extent value creation is driven by market orientation, innovation and marketing capabilities in B2B firms.
► We show innovation marketing capability mediate the relationship between market orientation and value creation.
Innovation, Marketing, Positional advantage, Customer value, Capabilities
Aron O’Cass is Professor of Marketing at the University of Tasmania, Australia. He holds a Bachelor of Commerce, majoring in Marketing, a Master of Business majoring in Marketing and a PhD in Marketing. Aron has published over 200 research papers on issues related to marketing strategy, branding, consumer behaviour, political marketing, voter behaviour, status branding & fashion, and numerous other issues. His publications appear in journals such as Industrial Marketing Management, British Journal of Management, Journal of Business Research, European Journal of Marketing, Journal of Economic Psychology, Journal of Product & Brand Management, Journal of Advertising and others.
Liem Viet Ngo (PhD) is Senior Lecturer in Marketing at Australian School of Business, the University of New South Wales. His research interests include competitive strategies, business orientations, resources and capabilities, value creation, value appropriation, and brand management. He has published in the Journal of Business Research, British Journal of Management, European Journal of Marketing, European Business Review, and Industrial Marketing Management.