“…As a result, we define an 'organizational resources' variable that comprises the ability of an organization to identify, integrate, absorb, and make use of its internal and external knowledge through formal and informal routines and processes such as knowledge scanning (Tu et al, 2006), flexible structure (Carter et al, 2006), and supporting creativity and innovativeness culture (Pandey and Sharma, 2009). To be successful, technology ventures need to have externally oriented learning capabilities that are market focused and relationally focused as well as internally oriented capabilities that focus on learning from internal sources constrained within the firm (Dada and Fogg, 2014). According to the RBV, sustainability of competitive advantage is achieved through the deployment of isolating mechanisms to protect the firm's advantage from imitation-'marketing capabilities' are those resources that can be immediately deployed in the marketplace to directly create or maintain competitive advantage (Atuahene-Gima, 1996).…”