Strategic fit to resources versus NPD execution proficiencies: what are their roles in determining success?

Abstract

This research examines the roles of strategic 'fit' versus execution proficiency in creating superior performance for new products. Specifically, we compare main effects versus moderation effects models of execution proficiency within a resource-based view (RBV) framework. Four new product success dimensions are outcomes. Marketing 'fit' and technological 'fit' are viewed as resource fit advantages and are antecedents in the model; marketing versus technical execution proficiencies relate to the project's execution. The results show that the proficiencies-asmoderators model is the better fitting one; marketing but not technical proficiency is the key moderator. The results regarding resource fit advantage show that (1) both marketing fit and technological fit were positively related directly to profitability and to new product advantage; (2) marketing fit had direct positive effects on customer need met; and (3) neither marketing fit nor technological fit predicted speed. Concerning execution proficiencies: (1) technical execution proficiencies led to higher profitability and customer needs met, as well as speed; and (2) marketing execution proficiency was the only construct that led directly to increased success on all four dimensions examined in this research. Overall, support was found for the general premise that both marketing and technological resource fit advantages and marketing and technical execution proficiencies are significant predictors of new product success factors, with marketing proficiencies having additional moderating effects on the relationship of resource fit to performance.

The Relative Advantage of Marketing over Technological Capabilities in Influencing New Product Performance: The Moderating Role of Country Institutions

“…Capabilities enable a firm to deploy firm resources and to perform value-creating tasks more effectively, both of which are key determinants of a firm's competitive advantage and, thus, performance (Day 1994;Harmancioglu, Droge, and Calantone 2009;Teece, Pisano, and Shuen 1997). Two main capabilities have been identified as drivers of new product success (Henard and Szymanski 2001;Moorman and Slotegraaf 1999): marketing capability and technological capability.…”

International Channel Choice of Industrial Exporting Firms

“…Fang, Palmatier, & Grewal, 2011, international marketing (e.g. Kaleka, 2011, Luo, Griffith, Liu, & Shi, 2004, and marketing innovation (Atuahene-Gima, 2005, Harmancioglu, Droge, & Calantone, 2009. RBT provides knowledge about the impacts of market-based resources on firm performance across the three domains of marketing mentioned above (Kozlenkova, Samaha, & Palmatier, 2014).…”

“…Therefore, management research focuses on expanding their market based on existing resources as well as generating new resources (Kozlenkova, Samaha, & Palmatier, 2014). In the marketing innovation domain, studies analyse the effect of market-based resources on innovation associated with developing new products (Harmancioglu, Droge, & Calantone, 2009). Moreover, RBT in marketing focuses on market-based resources such as market orientation (MO), branding or building relationships that are typically of a tacit, intangible nature, and are therefore viewed as having a greater potential to offer sustainable competitive advantages compared to tangible resources (Kozlenkova, Samaha, & Palmatier, 2014).…”

“…They involve integrative processes wherein the collective knowledge, skills, and resources of the firm are applied to the market-related needs of the business, enabling the 36 business to add value to its goods and services and to meet demands competitively (Crook, Ketchen Jr, Combs, & Todd, 2008, Harmancioglu, Droge, & Calantone, 2009). However, the way that MCs can lead to a higher performance has remained a black box.…”

“…The business can thus add value to its goods and services and meet competitive demands 87 (Crook, Ketchen Jr, Combs, & Todd, 2008, Harmancioglu, Droge, & Calantone, 2009 …”