Understanding the links between technological opportunism, marketing
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Abstract:
The
capability of firms to sense and respond to changes in technologies, called
technological opportunism, is of growing importance to managers as a source of
competitive advantage. However, exactly how technological opportunismimpacts firmperformance
is still not clearly understood. Furthermore, the role of marketing in this relationship,
if any, has yet to be examined. Understanding this relationship is critical
formarketingmanagers not only for determining strategic investments of
resources but also for demonstratingmarketing return on activities.
This
paper explores the links between technological opportunism and firm
performance. The results show that technological opportunism has a strong
positive impact on key measures of performance such as firm sales, profits and
market value. Importantly, marketing emphasis is the mechanism through which
the technological opportunism–performance relationship is achieved. Finally,
the impact of marketing emphasis on B2B firms is different than that for B2C firms,
highlighting the importance of these activities for B2B marketing managers.
Keywords: Technological
opportunism, Marketing, Capabilities, Performance
Author(s): Matthew Sarkees
Source: Industrial Marketing Management 40 (2011) 785–795
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2011
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