File Download

There are no files associated with this item.

  Links for fulltext
     (May Require Subscription)
Supplementary

Article: Effects of customer and innovation asset configuration strategies on firm performance

TitleEffects of customer and innovation asset configuration strategies on firm performance
Authors
KeywordsAsset depth
Marketing assets
Resource-based view
Innovation
Configuration theory
Asset breadth
Issue Date2011
Citation
Journal of Marketing Research, 2011, v. 48, n. 3, p. 587-602 How to Cite?
AbstractBoth customer and innovation assets are important to firm performance. Prior research has mostly examined these assets at the firm level and has not distinguished between the effects of asset depth relative to competitors and asset breadth across different segments. Using configuration theory and the resource-based view of the firm, the authors propose that how these assets interact to influence performance depends on both depth and breadth because these features reflect whether the assets are likely to create and/or appropriate value when deployed. Empirical results from two studies - one using secondary data and another using primary data from a survey of senior managers - indicate that performance is highest when firms employ configurations using deep customer and broad innovation assets or deep innovation and broad customer assets. In contrast, firm performance variability decreases in the presence of deep-deep and broad-broad asset configurations. The effect of configuration strategies on firm performance also is typically greater in dynamic than in stable environments. © 2011, American Marketing Association.
Persistent Identifierhttp://hdl.handle.net/10722/230872
ISSN
2015 Impact Factor: 3.109
2015 SCImago Journal Rankings: 5.764

 

DC FieldValueLanguage
dc.contributor.authorFang, Eric-
dc.contributor.authorPalmatier, Robert W.-
dc.contributor.authorGrewal, Rajdeep-
dc.date.accessioned2016-09-01T06:07:02Z-
dc.date.available2016-09-01T06:07:02Z-
dc.date.issued2011-
dc.identifier.citationJournal of Marketing Research, 2011, v. 48, n. 3, p. 587-602-
dc.identifier.issn0022-2437-
dc.identifier.urihttp://hdl.handle.net/10722/230872-
dc.description.abstractBoth customer and innovation assets are important to firm performance. Prior research has mostly examined these assets at the firm level and has not distinguished between the effects of asset depth relative to competitors and asset breadth across different segments. Using configuration theory and the resource-based view of the firm, the authors propose that how these assets interact to influence performance depends on both depth and breadth because these features reflect whether the assets are likely to create and/or appropriate value when deployed. Empirical results from two studies - one using secondary data and another using primary data from a survey of senior managers - indicate that performance is highest when firms employ configurations using deep customer and broad innovation assets or deep innovation and broad customer assets. In contrast, firm performance variability decreases in the presence of deep-deep and broad-broad asset configurations. The effect of configuration strategies on firm performance also is typically greater in dynamic than in stable environments. © 2011, American Marketing Association.-
dc.languageeng-
dc.relation.ispartofJournal of Marketing Research-
dc.subjectAsset depth-
dc.subjectMarketing assets-
dc.subjectResource-based view-
dc.subjectInnovation-
dc.subjectConfiguration theory-
dc.subjectAsset breadth-
dc.titleEffects of customer and innovation asset configuration strategies on firm performance-
dc.typeArticle-
dc.description.natureLink_to_subscribed_fulltext-
dc.identifier.doi10.1509/jmkr.48.3.587-
dc.identifier.scopuseid_2-s2.0-79959356049-
dc.identifier.volume48-
dc.identifier.issue3-
dc.identifier.spage587-
dc.identifier.epage602-

Export via OAI-PMH Interface in XML Formats


OR


Export to Other Non-XML Formats