The impact of marketing capability, operations capability and diversification strategy on performance: A resource-based view

Purpose This paper aims to examine the role of learning orientation in building brand equity for B2B firms. The present research proposes that learning orientation contributes to the development of innovation and marketing capabilities and, in turn, leads to enhanced industrial brand equity. Furthermore, the moderating effect of firm size in these processes is investigated. Design/methodology/approach The hypotheses are tested by administering a survey with a set of managers of manufacturing firms in China. Findings Innovation capability and marketing capability serve as the mediators between learning orientation and industrial brand equity. The mediating path through innovation capability is stronger for small firms than for large firms. Research limitations/implications Learning orientation provides a cultural base for B2B firms to cultivate brand equity. Measurement of industrial brand equity and contingency of its effect requires further investigation. Practical implications To transform learning-oriented culture into brand equity, firms need to develop and manage innovation and marketing capabilities. The learning orientation–innovation capability route is more beneficial for small firms. Originality/value While a majority of prior literature ignores the impact of organizational culture in driving industrial brand equity, the present research explores learning orientation as a key cultural antecedent of industrial brand equity. A more refined industrial-brand-equity-building mechanism from learning orientation to corporate capabilities and then to brand equity is proposed and tested. The mechanism varies with firm size.

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Management Control System (MCS) as a Package Elements Influence on Organizational Performance in the Pakistani context

Pakistan Journal of Humanities and Social Sciences ◽

10.52131/pjhss.2018.0603.0047 ◽

2018 ◽

Vol 6 (3) ◽

pp. 280-295

Author(s):

Shafique-ur Rehman ◽

Rapiah Mohamed ◽

Hazeline Ayoup

Keyword(s):

Control System ◽

Empirical Study ◽

Organizational Performance ◽

Textile Industry ◽

Management Control ◽

Current Paper ◽

Management Control System ◽

Resource Based View ◽

The Impact ◽

Levers Of Control

This paper intends to demonstrate the relationships between the management control system (MCS) as a package elements with organizational performance. Many studies conducted and investigated the impact of the management control system (levers of control) and organizational performance and ignore the elements of MCS as a package. Pakistan textile industry faces a lot of issues regarding MCS as packages elements and due to these issue organizational performance reduced. Therefore, current study portray a framework that consists of some vital elements of control adopted from Malmi and Brown (2008) MCS as a package like planning control, cybernetic controls, rewards and compensation controls, administrative controls, and cultural controls which if empirically investigated would demonstrate the extent of by in Pakistan textile industry and how these controls generate better organizational performance. This suggests that the need for more explanation of Pakistani textile industry managers on the need to adopt better MCS practices as these practices lead to better organizational performance. Although the current paper is conceptual in nature thus, needs an empirical study to address in the light of resource-based view theory.

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The Impact of Board Capital on Internationalization of SMEs: Initial Theoretical Considerations

Scientific Conference on Economics and Entrepreneurship Proceedings ◽

10.7250/scee.2019.002 ◽

2020 ◽

pp. 12-16

Author(s):

Monika Bužavaitė ◽

Renata Korsakiene

Keyword(s):

Scientific Literature ◽

Research Direction ◽

Future Research ◽

Resource Based View ◽

Board Capital ◽

And Behavior ◽

The Impact ◽

The Relationship ◽

Theoretical Considerations ◽

Agency Resource

The study aims to investigate the relationship between Board capital and internationalization of SMEs. The study implements a systematic review and synthesis of scientific literature. The article presents useful insights into the concept of Board capital, Agency, Resource dependency, Institutional theories, and Resource-Based view. These theories give us a better understanding of Board capital, the firm’s management and behavior. The analysis of recent studies suggests that external members of the Board might positively affect internationalization outcomes and be useful in overcoming obstacles during the initiation of international activities. Nevertheless, international entrepreneurship literature is still lacking studies considering Board capital. A deeper investigation of Board capital factors impacting the internationalization of SMEs can be stated as a future research direction.

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Measuring the impact of relational capital on customer performance in the SME B2B sector

Business Process Management Journal ◽

10.1108/bpmj-10-2016-0205 ◽

2017 ◽

Vol 23 (6) ◽

pp. 1144-1166 ◽

Cited By ~ 7

Author(s):

Lara Agostini ◽

Anna Nosella ◽

Benedetta Soranzo

Keyword(s):

Absorptive Capacity ◽

Open Innovation ◽

Moderating Effect ◽

High Tech ◽

Relational Capital ◽

Marketing Capability ◽

Content Type ◽

Innovation Practices ◽

External Actors ◽

The Impact

Purpose The purpose of this paper is to investigate the influence that different components of relational capital (marketing capability, open innovation with business and scientific partners, technological reputation, brand) have on customer performance (CP). Moreover, the moderating effect of absorptive capacity on such relationships is tested. Design/methodology/approach First, the direct relationship between the different components of relational capital and CP is analyzed through a linear regression model. Then, to test the moderating effect, two distinct regression analyses are conducted into two sub-samples, defined according to the level of absorptive capacity. The authors carried out these analyses on a sample of 150 small- and medium-sized enterprises (SMEs) in the medium- and high-tech B2B context. Findings Results of this study prove that CP is enhanced through firm marketing capability, open innovation with business partners and technological reputation, while brand and open innovation with scientific partner do not have an association with CP. In particular, the impact of marketing capability and open innovation with business actors on CP is greater for firms with higher absorptive capacity. Research limitations/implications This paper, highlighting the relevance of relational capital and absorptive capacity in improving CP, enhances our knowledge about the factors that help to strengthen the relationships with customers, which is an under-investigated issue especially for SMEs competing in B2B industries, and extends our knowledge on open innovation practices. Practical implications Findings of this paper suggest that, to achieve better CP, managers should pay special attention to nurturing their marketing capability and high-quality relationships with external actors and invest in absorptive capacity to enhance the positive effect of such linkages. Originality/value This work, combining the external perspective of relational capital and the internal organizational dimension of absorptive capacity, provides valuable insights about the knowledge and resource mix that firms might rely on to achieve better customer satisfaction and loyalty.

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Contrasting IT Capability and Organizational Types

End-User Computing, Development, and Software Engineering ◽

10.4018/978-1-4666-0140-6.ch001 ◽

2012 ◽

pp. 1-24

Author(s):

Terry A. Byrd ◽

Linda W. Byrd

Keyword(s):

Firm Performance ◽

Performance Measures ◽

Two Dimensions ◽

Resource Based View ◽

It Capability ◽

Market Requirements ◽

It Resources ◽

Different Dimensions ◽

The Impact ◽

Inside Out

The Resource-Based View (RBV) has become one of the most popular ways to examine the impact of IT on firm performance. An increasing number of researchers are using the theoretical underpinning of the RBV to ground their research in investigating this relationship. This paper follows in this tradition by developing multidimensional measures for two dimensions of IT capability, inside-out IT capability and spanning IT capability. In this regard, the authors relate these dimensions to firm performance as profit ratios and cost ratios. Inside-out capability is the IT resources deployed from inside the firm in response to market requirements and opportunities. However, spanning IT capability involves both internal and external analysis and is needed to integrate the firm’s inside-out and outside-in IT competences. This study also makes an exploratory comparative assessment of the relative impact of inside-out IT capability and spanning IT capability, while analyzing the differences on the impact of IT capability in diverse types of organizations. Finally, the authors give evidence that different dimensions of IT capability may have different effects on performance measures.

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LGBT Workplace Equality Policy and Customer Satisfaction: The Roles of Marketing Capability and Demand Instability

Journal of Public Policy & Marketing ◽

10.1177/0743915620945259 ◽

2020 ◽

Vol 40 (1) ◽

pp. 7-26 ◽

Cited By ~ 1

Author(s):

Pankaj C. Patel ◽

Cong Feng

Keyword(s):

Sexual Orientation ◽

Customer Satisfaction ◽

Stakeholder Theory ◽

Marketing Capability ◽

Distributional Assumption ◽

Resource Based View ◽

Alternate Model ◽

Bisexual And Transgender ◽

Key Variables ◽

Equality And Diversity

A lesbian, gay, bisexual, and transgender workplace equality policy (LGBT-WEP) helps signal and reinforce the organizational commitment to workplace equality and diversity. Prior evidence suggests that LGBT-WEP is viewed favorably by stakeholders (customers, employees, and channel partners) and influences firm performance. Drawing on stakeholder theory and the resource-based view of the firm, the authors examine whether LGBT-WEP influences customer satisfaction through marketing capability and whether demand instability dampens these associations. To alleviate endogeneity concerns of LGBT-WEP, they exploit the plausibly exogenous state-to-state variations in workplace equality policies determined by statewide laws on nondiscrimination based on sexual orientation. Empirical results indicate that LGBT-WEP positively influences customer satisfaction both directly and through enhanced marketing capability. Demand instability, however, dampens these associations. Additional analyses with alternate measures of key variables, alternate distributional assumption, and alternate model specifications yield consistent results.

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Contrasting IT Capability and Organizational Types

Journal of Organizational and End User Computing ◽

10.4018/joeuc.2010100101 ◽

2010 ◽

Vol 22 (4) ◽

pp. 1-23 ◽

Cited By ~ 3

Author(s):

Terry Anthony Byrd ◽

Linda W. Byrd

Keyword(s):

Firm Performance ◽

Two Dimensions ◽

Comparative Assessment ◽

Theoretical Underpinning ◽

Resource Based View ◽

It Capability ◽

Market Requirements ◽

Different Dimensions ◽

The Impact ◽

Inside Out

The Resource-Based View (RBV) has become one of the most popular ways to examine the impact of IT on firm performance. An increasing number of researchers are using the theoretical underpinning of the RBV to ground their research in investigating this relationship. This paper follows in this tradition by developing multidimensional measures for two dimensions of IT capability, inside-out IT capability and spanning IT capability. In this regard, the authors relate these dimensions to firm performance as profit ratios and cost ratios. Inside-out capability is the IT resources deployed from inside the firm in response to market requirements and opportunities. However, spanning IT capability involves both internal and external analysis and is needed to integrate the firm’s inside-out and outside-in IT competences. This study also makes an exploratory comparative assessment of the relative impact of inside-out IT capability and spanning IT capability, while analyzing the differences on the impact of IT capability in diverse types of organizations. Finally, the authors give evidence that different dimensions of IT capability may have different effects on performance measures.

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Institutional pressures and the extent of cross-channel integration: the moderating effect of enterprise's capabilities

Journal of Contemporary Marketing Science ◽

10.1108/jcmars-12-2019-0046 ◽

2020 ◽

Vol 3 (1) ◽

pp. 113-133

Author(s):

Guangling Zhang ◽

Chenchen Liu ◽

Hui Wang

Keyword(s):

Institutional Theory ◽

Positive Impact ◽

Institutional Pressures ◽

Resource Based View ◽

Content Type ◽

Technology Competence ◽

Manufacturing Enterprises ◽

Channel Integration ◽

Empirical Perspective ◽

The Impact

PurposeCurrently, the issues of cross-channel integration (CCI) have become the attentive focus. However, little research based on institutional theory details the drivers of and obstacles to adopt CCI strategy. Combined with resource-based view (RBV) and institutional theory, this thesis studies the effect of institutional pressures on the manufactures' extent of CCI, through exploring the moderating effects of firm's technology competence and relationship governance capabilities on the relationship between institutional pressures and the extent of CCI.Design/methodology/approachThe survey data of 249 valid research samples were obtained from Chinese manufacturing enterprises. Statistical software such as SPSS 22.0 and AMOS 18.0 was used to analyze the data and test the conceptual model and relevant research hypotheses from an empirical perspective.FindingsThe results of empirical study from 249 manufacturers indicate that the mimetic, coercive and normative pressures perceived by enterprises can significantly promote their extent of CCI; relationship governance capabilities attenuate the positive impact of mimetic pressures on the extent of CCI, but strengthen that of normative pressures on the extent of CCI; besides, technology competence can attenuate the positive effect of mimetic pressures on the extent of CCI, but enhance that of normative pressures on the extent of CCI.Originality/valueFew studied the impact of the interaction of internal capabilities and external institutional pressures on CCI of enterprises. This study combines institutional theory and resource-based view to fill the theoretical gap in this regard.

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Moderating effects of the relationship between offshore outsourcing and the export capability of firms

South African Journal of Business Management ◽

10.4102/sajbm.v47i2.58 ◽

2016 ◽

Vol 47 (2) ◽

pp. 33-42 ◽

Cited By ~ 1

Author(s):

S. Garcilazo Lagunes ◽

I. Danvila Del Valle ◽

M. A. Sastre Castillo

Keyword(s):

Export Performance ◽

Production Costs ◽

Offshore Outsourcing ◽

Manufacturing Companies ◽

Moderating Effects ◽

Foreign Markets ◽

Export Markets ◽

Resource Based View ◽

The Impact ◽

The Relationship

This paper analyzes the effect of offshore outsourcing on the export performance of firms, based on the theories of international business, the resource-based view of the firm and the transaction cost theory.Outsourcing can reduce production costs and increase flexibility. It can also provide new resources and market knowledge. However, the impact of offshore outsourcing depends on the resources and capabilities of firms to manage a network of foreign suppliers, and to absorb knowledge of foreign markets. Using a database of about 1,000 manufacturing companies in Mexico in 2011, we found that offshore outsourcing increases the performance of exports. The effects are stronger in export markets from which the company also imports intermediate goods.The results also show that the size of the company, the organization of intra-firm imports and export experience moderate the effects of outsourcing in a positive way.

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