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

Keywords

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

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