کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5109635 1377717 2016 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Strategic marketing capability: Mobilizing technological resources for new product advantage
ترجمه فارسی عنوان
توانایی بازاریابی استراتژیک: بسیج منابع تکنولوژیک برای استفاده از محصول جدید
کلمات کلیدی
توانایی بازاریابی استراتژیک، منابع تکنولوژیک دینامیک، منابع تکنولوژی جاسازی شده، تمایز محصول، مزیت هزینه،
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
Although scholars have paid much attention to the conceptualization of marketing capability and its performance implications (e.g. Krasnikov & Jayachandran, 2008; Vorhies, Morgan, & Autry, 2009), there has been little research on the leading role of marketing capability in new product success. Especially, more research efforts are necessary to demonstrate how marketing capability initiates new product development and selectively articulates product advantage. This study presents a conceptual frame of new product-market success, emphasizing that strategic marketing capability (SMC) contributes to matching the revealed or potential market needs to the most appropriate technological resources. Such best-matched marketing and technological resources create either or both of new product advantages, differentiation or cost advantage, which finally lead to better new product performance. Using 209 survey data from the manufacturing and service industry firms in Korea, the current study validates the influence of a firm's SMC on the two different technological resource mobilization modes en route to product advantages and product-market performance.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 12, December 2016, Pages 5644-5652
نویسندگان
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