Innovation Capability, Marketing Capability, Dynamic Capability and Performance: Effects of Competitive Intensity and Firm Size on Resources Utilization

摘要

The aim of this study is to examine how the integration of marketing and innovation capabilitiesenables firms to compete in dynamic markets and enhance performance. In addition, we seek tounderstand how small, medium, and large enterprises build their dynamic capabilities, andprovide suggestions on the development of organizational capabilities under conditions of highindustry competitiveness. This study fills a gap the current literature by examining thecomplementarity of innovation and marketing capabilities, which has been investigated very fewstudies. The proposed conceptual model was tested on a selected sample of 692 companies,which was divided into sub-samples of small, medium, and large enterprises. Our findingsdemonstrate that the development of organizational capabilities is not necessarily beneficial toperformance, while competition is not necessarily detrimental to it; the impacts vary dependingon a firm’s resource base and the level of competition. In small enterprises, dynamic capabilityproved to be crucial in order to withstand competition. Therefore, despite the limited resources ofsuch firms, managerial efforts should be focused on the integration of marketing and innovationcapabilities, because each capability alone does not have a significant positive impact onperformance. In medium-sized enterprises, the support of marketing capability is required toraise profitability under conditions of high industry competitiveness; otherwise, innovationwould not lead to actual profits. For large enterprises, industry competitiveness was found to be aless serious threat to performance, and instead is a catalyst to the development of capabilities,suggesting that managers of such firms should focus on building long-term strategic advantages.