The relative advantage of marketing over technological capabilities in influencing new product performance: the moderating role of country institutions

Martin Eisend, Heiner Evanschitzky, Roger J. Calantone

Research output: Contribution to journalArticle

Abstract

Marketing and technological capabilities are major drivers of new product performance. Prior research has suggested that marketing capabilities outperform technological capabilities. This study shows that the relative advantage of marketing over technological capabilities for new product performance depends on the institutional context in a country. Meta-analytic data of 341 effect sizes of the relationship between capabilities and new product performance taken from 50 articles with 57 independent samples and collected in 17 different countries reveal new contingencies to the capabilities framework. Although in general, marketing capabilities have a stronger influence than technological capabilities on new product performance, this effect is moderated by institutional context factors. The relative advantage decreases and even reverses with increasing growth rates; it further decreases with increasingly stronger rules of law in a country; and it increases in societies that put emphasis on self-expression values over survival values. These findings contribute to research on the utility of different capabilities, inform the institution-based view of firms in international marketing, and provide implications for international marketing managers.

Original languageEnglish
Pages (from-to)41-56
Number of pages16
JournalJournal of International Marketing
Volume24
Issue number1
DOIs
Publication statusPublished - 1 Mar 2016

Fingerprint

New product performance
Technological capability
Marketing
Relative advantage
Marketing capabilities
International marketing
Institutional context
Effect size
Managers
Contingency
Institution-based view
Factors
Rule of law

Keywords

  • capabilities
  • institutions
  • meta-analysis
  • new product success

Cite this

@article{105b735384754cf1931df5b7f1b3a815,
title = "The relative advantage of marketing over technological capabilities in influencing new product performance: the moderating role of country institutions",
abstract = "Marketing and technological capabilities are major drivers of new product performance. Prior research has suggested that marketing capabilities outperform technological capabilities. This study shows that the relative advantage of marketing over technological capabilities for new product performance depends on the institutional context in a country. Meta-analytic data of 341 effect sizes of the relationship between capabilities and new product performance taken from 50 articles with 57 independent samples and collected in 17 different countries reveal new contingencies to the capabilities framework. Although in general, marketing capabilities have a stronger influence than technological capabilities on new product performance, this effect is moderated by institutional context factors. The relative advantage decreases and even reverses with increasing growth rates; it further decreases with increasingly stronger rules of law in a country; and it increases in societies that put emphasis on self-expression values over survival values. These findings contribute to research on the utility of different capabilities, inform the institution-based view of firms in international marketing, and provide implications for international marketing managers.",
keywords = "capabilities, institutions, meta-analysis, new product success",
author = "Martin Eisend and Heiner Evanschitzky and Calantone, {Roger J.}",
year = "2016",
month = "3",
day = "1",
doi = "10.1509/jim.15.0068",
language = "English",
volume = "24",
pages = "41--56",
journal = "Journal of International Marketing",
issn = "1069-031X",
publisher = "American Marketing Association",
number = "1",

}

TY - JOUR

T1 - The relative advantage of marketing over technological capabilities in influencing new product performance

T2 - the moderating role of country institutions

AU - Eisend, Martin

AU - Evanschitzky, Heiner

AU - Calantone, Roger J.

PY - 2016/3/1

Y1 - 2016/3/1

N2 - Marketing and technological capabilities are major drivers of new product performance. Prior research has suggested that marketing capabilities outperform technological capabilities. This study shows that the relative advantage of marketing over technological capabilities for new product performance depends on the institutional context in a country. Meta-analytic data of 341 effect sizes of the relationship between capabilities and new product performance taken from 50 articles with 57 independent samples and collected in 17 different countries reveal new contingencies to the capabilities framework. Although in general, marketing capabilities have a stronger influence than technological capabilities on new product performance, this effect is moderated by institutional context factors. The relative advantage decreases and even reverses with increasing growth rates; it further decreases with increasingly stronger rules of law in a country; and it increases in societies that put emphasis on self-expression values over survival values. These findings contribute to research on the utility of different capabilities, inform the institution-based view of firms in international marketing, and provide implications for international marketing managers.

AB - Marketing and technological capabilities are major drivers of new product performance. Prior research has suggested that marketing capabilities outperform technological capabilities. This study shows that the relative advantage of marketing over technological capabilities for new product performance depends on the institutional context in a country. Meta-analytic data of 341 effect sizes of the relationship between capabilities and new product performance taken from 50 articles with 57 independent samples and collected in 17 different countries reveal new contingencies to the capabilities framework. Although in general, marketing capabilities have a stronger influence than technological capabilities on new product performance, this effect is moderated by institutional context factors. The relative advantage decreases and even reverses with increasing growth rates; it further decreases with increasingly stronger rules of law in a country; and it increases in societies that put emphasis on self-expression values over survival values. These findings contribute to research on the utility of different capabilities, inform the institution-based view of firms in international marketing, and provide implications for international marketing managers.

KW - capabilities

KW - institutions

KW - meta-analysis

KW - new product success

UR - http://www.scopus.com/inward/record.url?scp=84975705278&partnerID=8YFLogxK

UR - https://journals.sagepub.com/doi/10.1509/jim.15.0068

U2 - 10.1509/jim.15.0068

DO - 10.1509/jim.15.0068

M3 - Article

AN - SCOPUS:84975705278

VL - 24

SP - 41

EP - 56

JO - Journal of International Marketing

JF - Journal of International Marketing

SN - 1069-031X

IS - 1

ER -