Journal
JOURNAL OF BUSINESS RESEARCH
Volume 67, Issue 5, Pages 704-709Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2013.11.031
Keywords
First product commercialization; Resource-capability complementarity; New technology ventures; Supplier integration
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The current study extends work on resource-based theory (RBT) by exploring resource-capability complementarity in a new context-that of new technology ventures' (NTVs) first product (FP) commercialization in India. This study examines the influence of marketing and technology resource-capability complementarity on FP positional advantages (differentiation and cost-efficiency) and their influence on first product performance (FPP). Furthermore, this study incorporates the influence of supplier integration (SI) mechanisms (in terms of knowledge sharing and co-commercialization) in the process of FP commercialization. The findings suggest that asset complementarities have a positive relation with FP positional advantages, in that both differentiation and cost-efficiency enhance an NTV's FPP, and that SI moderates the relationships between both marketing and technology R-C complementarity and FP positional advantages. (C) 2013 Elsevier Inc. All rights reserved.
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