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HomeInsightsWinning through innovation and marketing

Winning through innovation and marketing

Abstract
We examine the role of innovation and marketing, two functional capabilities that have the capacity to play a major role in creating superior marketplace performance in firms. Our study of the two capabilities and firms’ marketplace performance also takes into account the contribution of entrepreneurial orientation (EO) and market orientation (MO) to our focal functional capabilities and marketplace performance. The results of a study of firms in Australia and Vietnam show innovation capability, marketing capability mediate the effects of the firm’s MO on its marketplace performance. The results also show that the interaction of innovation and marketing capabilities significantly influences firms’ marketplace performance more than they do individually. Finally, our results show that MO partially mediates the relationship between EO and innovation and marketing capabilities.

Highlights
► We focus on role of business orientations and capabilities in enhancing firms marketplace performance.
► Our focus was on how these orientations and capabilities should be configured to provide superior marketplace performance.
► Innovation and marketing capabilities mediate the effects of market orientation on performance.
► The interaction of innovation and marketing capabilities significantly influences firms’ marketplace performance.

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.

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