Abstract
Studies indicate that the EO – performance relationship is more complex than a maineffects only relationship. Studies investigating the effect of variables in the EO – performance relationship have considered a number of mediators and moderators, concluding that no one suitable moderator or mediator pertaining to the relationship between EO and performance. Underpinned by the resource-based view and the resource-capability complementarity literature, we investigate the role of marketing capability and marketing resources in linking EO and performance. Using a sample of 469 service firms, we develop and test a moderated-mediation model that examines marketing capabilities as a mediating mechanism and marketing resources as a moderator to offer a wider picture of the EO – performance relationship. Results indicate that marketing resources moderates the strength of the mediated relationship between EO and firm performance via marketing capability, such that the mediated relationship is stronger when marketing resources are high than when they are low.
| Original language | English |
|---|---|
| Title of host publication | 2015 ANZMAC conference |
| Subtitle of host publication | innovation and growth strategies in marketing: conference proceedings |
| Editors | Ashish Sinha, Jack Cadeaux, Tania Bucic |
| Place of Publication | Sydney |
| Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
| Number of pages | 1 |
| Publication status | Published - 2015 |
| Externally published | Yes |
| Event | Australian and New Zealand Marketing Academy Conference (2015) - University of New South wales, Sydney, Australia Duration: 30 Nov 2015 → 2 Dec 2015 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2015) |
|---|---|
| Abbreviated title | ANZMAC 2015 |
| Country/Territory | Australia |
| City | Sydney |
| Period | 30/11/15 → 2/12/15 |