Innovation pathway to profitability: the role of entrepreneurial orientation and marketing capabilities

被引:78
作者
Arunachalam, S. [1 ]
Ramaswami, Sridhar N. [1 ,2 ]
Herrmann, Pol [2 ,3 ]
Walker, Doug [4 ]
机构
[1] Indian Sch Business, Hyderabad 500032, India
[2] Iowa State Univ, Ivy Coll Business, 3216 Gerdin Business Bldg, Ames, IA 50011 USA
[3] EGADE Business Sch, Tecnol Monterrey, San Pedro Garza Garcia, Mexico
[4] Kansas State Univ, 201 A Calvin Hall, Manhattan, KS 66506 USA
关键词
Marketing capabilities; Innovation; Pathway to profitability; Moderated mediation; MODERATING ROLE; VALUE CREATION; ORGANIZATIONAL PERFORMANCE; BUSINESS PERFORMANCE; RADICAL INNOVATION; FIRM PERFORMANCE; VALUE CAPTURE; MODELS; STRATEGY; RESOURCES;
D O I
10.1007/s11747-017-0574-1
中图分类号
F [经济];
学科分类号
02 ;
摘要
Drawing from the marketing capabilities and innovation literatures, we identify aprocess by which a firm's entrepreneurial orientation impacts profits and show that it is dependent on marketing capabilities. Using a half-longitudinal design we integrate survey data with performance metrics over two time periods, from a sample of 190 firms. While the effect of entrepreneurial orientation (EO) on innovation is enhanced by architectural marketing capabilities, the effect of innovation outcomes on profits is enhanced by specialized marketing capabilities. Ultimately, the pathway from EO to performance, mediated by innovation, is positively significant at higher levels of both marketing capabilities. The results uncovered using Bayesian conditional process modeling, are robust to alternate model specifications, endogeneity tests, and provide insights into the capabilities-based understanding of entrepreneurism-marketing interface. We discuss resource allocation implications for managers as they attempt to maximize profits through innovation.
引用
收藏
页码:744 / 766
页数:23
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