Dynamic marketing capabilities and radical innovation commercialisation

Innovation research tends to deem marketing management does not occupy salient place of strategic significance in innovation policy formulation. More recently, strategic marketing scholars have begun to highlight marketing capabilities as an integral part to general dynamic capabilities to facilitate radical innovation commercialisation. However, comprehensive frameworks are still required in substantiating the strategic conduciveness of specific dynamic marketing capabilities to radical innovation commercialisation in the international technology-intensive sector. The current study develops and validates the radical innovation commercialisation model that reconfigures relevant theoretical conceptualisations and empirical verifications to narrow this gap. As the model reveals, innovative corporate culture drives radical innovation commercialisation of international technology-intensive firms directly as well as through the mediation of dynamic marketing capabilities. Most noteworthy, the mediated impact is proven almost equivalent to the direct impact, illustrative of the strategic role of dynamic marketing capabilities in facilitating radical innovation commercialisation for international technology-intensive firms.