Najafi-Tavani, S, Sharifi, H and Najafi-Tavani, Z (2016) Market orientation, marketing capability, and new product performance: the moderating role of absorptive capacity. Journal of Business Research, 69 (11). pp. 5059-5064. ISSN 0148-2963
Abstract
The recent marketing literature identifies market orientation and marketing capabilities as key concepts that firms should use to achieve their competitive advantages. Previous research also confirms cross effects of these dimensions in firms' performance. The present study extends the literature on this subject by introducing absorptive capacity (AC) as a moderator of the relationship among market orientation, the interaction of market orientation and marketing capability, and firms' new product performance. This study empirically examines the research model using survey data from 188 manufacturing firms in Sweden. The findings confirm previous studies that claim a positive relationship among market orientation, marketing capability, and new product performance. More importantly, the results indicate that AC positively moderates the relationship between market orientation and firms' new product performance. Furthermore, the findings suggest that experts should consider AC as a competitive factor in line with the complimentary effect of market orientation and marketing capability. This consideration would contribute to explain better firm-related performance, such as new product performance.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016 Elsevier Inc. This is an author produced version of a paper published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | New product performance; market orientation; absorptive capacity; marketing capability; dynamic capability |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 30 Jun 2016 11:15 |
Last Modified: | 10 Nov 2017 01:38 |
Published Version: | http://dx.doi.org/10.1016/j.jbusres.2016.04.080 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.jbusres.2016.04.080 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:101560 |