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Product resource–capability complementarity, integration mechanisms, and first product advantage

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  • Ahmadi, Hormoz
  • O'Cass, Aron
  • Miles, Morgan P.

Abstract

The current study extends work on resource-based theory (RBT) by exploring resource—capability complementarity in a new context—that of new technology ventures' (NTVs) first product (FP) commercialization in India. This study examines the influence of marketing and technology resource–capability complementarity on FP positional advantages (differentiation and cost-efficiency) and their influence on first product performance (FPP). Furthermore, this study incorporates the influence of supplier integration (SI) mechanisms (in terms of knowledge sharing and co-commercialization) in the process of FP commercialization. The findings suggest that asset complementarities have a positive relation with FP positional advantages, in that both differentiation and cost-efficiency enhance an NTV's FPP, and that SI moderates the relationships between both marketing and technology R–C complementarity and FP positional advantages.

Suggested Citation

  • Ahmadi, Hormoz & O'Cass, Aron & Miles, Morgan P., 2014. "Product resource–capability complementarity, integration mechanisms, and first product advantage," Journal of Business Research, Elsevier, vol. 67(5), pages 704-709.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:704-709
    DOI: 10.1016/j.jbusres.2013.11.031
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    5. Andreas Fürst & Mika Gabrielsson & Peter Gabrielsson & Jana-Kristin Prigge, 2023. "The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 966-989, September.
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    7. Yan-Yin Lee & Mohammad Falahat & Bik-Kai Sia, 2019. "Impact of Digitalization on the Speed of Internationalization," International Business Research, Canadian Center of Science and Education, vol. 12(4), pages 1-11, April.

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