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Marketing Letters

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01.09.2013

Profiting from product innovation: The impact of legal, marketing, and technological capabilities in different environmental conditions

verfasst von: Zhongfeng Su, En Xie, Hong Liu, Wei Sun

Erschienen in: Marketing Letters | Ausgabe 3/2013

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Abstract

Although product innovation is a key tool for firms competing in the marketplace, innovating firms often fail to obtain economic returns from their product innovations. This study examines the moderating effects of legal, marketing, and technological capabilities on the relationship between product innovation and firm performance in different environmental conditions in order to identify how a firm can leverage these capabilities to profit from product innovation. Based on the data of 223 Chinese firms, this study finds that legal capability positively moderates the relationship between product innovation and firm performance, especially when competitive intensity is high; the moderating effect of marketing capability is positive, although it is weakened by market turbulence; and technological capability has a negative moderating effect, which becomes more significant as technological turbulence increases.

Vorheriger Artikel Integrated mixed logit and latent variable models

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Why legal, marketing, and technological capabilities are chosen is explained in section 2.2.

Why such combinations are highlighted is explained in section 2.2.

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Because the moderating effects of competitive intensity, market turbulence, and technological turbulence on the relationship between product innovation and firm performance have been investigated in previous studies (e.g., Li and Atuahene-Gima 2001; Zhou 2006), they are not examined in this study.

Market share, net profit, and sales were taken as dependent variables separately. Thus, the Cronbach’s alpha, CR, AVE, and loadings are not reported.

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Titel: Profiting from product innovation: The impact of legal, marketing, and technological capabilities in different environmental conditions
verfasst von: Zhongfeng Su
En Xie
Hong Liu
Wei Sun
Publikationsdatum: 01.09.2013
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 3/2013
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-012-9214-1

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