Winning through innovation and marketing: Lessons from Australia and Vietnam |
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| Authors: | Aron O'Cass [Author Vitae] Liem Viet Ngo [Author Vitae] |
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| Institution: | a School of Management, Faculty of Business, University of Tasmania, Private Bag 16 Hobart TASMANIA 7001, Australiab The University of New South Wales, School of Marketing, Australian School of Business, UNSW Kensington Campus, Australia |
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| 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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| Keywords: | Innovation Marketing Entrepreneurial orientation Capabilities Market orientation |
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