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- W2114330672 abstract "Adopting both the resource-based view and dynamic capability theory this study advances the contention that firms must possess both resources and capabilities at a superior level to achieve superior customer and product performance. To examine this contention this study investigates the individual effect of the complementarity between marketing resources and capability and complementarity between innovation resources and capability on customer and product performance respectively. The results of a survey of 171 B2B manufacturing firms show a significant main effect for complementarity between marketing resources–capability and complementarity between innovation resources–capability on customer and product performance. The findings also show that complementarity marketing resources–capability has a stronger positive relationship with customer performance than with product performance, while complementarity between innovation resources–capability has a stronger positive relationship with product performance than with customer performance." @default.
- W2114330672 created "2016-06-24" @default.
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- W2114330672 date "2012-07-01" @default.
- W2114330672 modified "2023-10-01" @default.
- W2114330672 title "Examining the role of within functional area resource–capability complementarity in achieving customer and product-based performance outcomes" @default.
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- W2114330672 doi "https://doi.org/10.1080/0965254x.2011.643918" @default.
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