Winning through innovation and marketing: Lessons from Australia and Vietnam

Aron O'Cass; Liem Viet Ngo

doi:10.1016/j.indmarman.2011.10.004

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 journal › Article › peer-review

63 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	1319-1329
Number of pages	11
Journal	Industrial Marketing Management
Volume	40
Issue number	8
DOIs	https://doi.org/10.1016/j.indmarman.2011.10.004
Publication status	Published - Nov 2011
Externally published	Yes

Keywords

Capabilities
Entrepreneurial orientation
Innovation
Market orientation
Marketing

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10.1016/j.indmarman.2011.10.004

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title = "Winning through innovation and marketing: Lessons from Australia and Vietnam",

abstract = "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.",

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AB - 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.

KW - Capabilities

KW - Entrepreneurial orientation

KW - Innovation

KW - Market orientation

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Winning through innovation and marketing: Lessons from Australia and Vietnam

Abstract

Keywords

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