Technological Capability, Marketing Capability, and Firm Performance in Turbulent Conditions
研究技术能力和营销能力是互补还是替代关系，以及如何利用它们应对技术动荡和市场动荡，基于212家中国企业的访谈调查发现两者有协同效应，且不同动荡类型对两种能力的绩效影响不同。
Abstract The manner in which technological capability and marketing capability can be successfully leveraged is an important research issue. Based on the resource-management model, this study aims to answer two research questions: (1) whether technological capability and marketing capability are complementary or supplementary capabilities; and (2) how technological capability and marketing capability can be used appropriately to respond to environmental turbulence. Based on a face-to-face interview survey of 212 Chinese firms, we find that technological capability and marketing capability have synergistic effects. We also find that technological turbulence enhances the performance effect of technological capability, but impedes that of marketing capability; whereas market turbulence advances the performance effect of marketing capability, but impedes that of technological capability. Thus, the appropriate way to leverage technological capability and marketing capability is to integrate them and to deploy technological capability to respond to technological turbulence and marketing capability to respond to market turbulence.