Winning through innovation and marketing: Lessons from Australia and Vietnam

Aron O'Cass*, Liem Viet Ngo

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

43 Citations (Scopus)


We examine the role of innovation and marketing, two functional capabilities that have the capacity to play a major role in creating superior marketplace performance in firms. Our study of the two capabilities and firms' marketplace performance also takes into account the contribution of entrepreneurial orientation (EO) and market orientation (MO) to our focal functional capabilities and marketplace performance. The results of a study of firms in Australia and Vietnam show innovation capability, marketing capability mediate the effects of the firm's MO on its marketplace performance. The results also show that the interaction of innovation and marketing capabilities significantly influences firms' marketplace performance more than they do individually. Finally, our results show that MO partially mediates the relationship between EO and innovation and marketing capabilities.

Original languageEnglish
Pages (from-to)1319-1329
Number of pages11
JournalIndustrial Marketing Management
Issue number8
Publication statusPublished - Nov 2011
Externally publishedYes


  • Capabilities
  • Entrepreneurial orientation
  • Innovation
  • Market orientation
  • Marketing

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