Do relational capabilities impede or promote technological & market breakthroughs?
2019-11-08T14:33:29Z (GMT) by
While relational capabilities are the cornerstone of modern marketing practice and theory, there are conflicting claims about their value for breakthrough or radical innovations. To address this problem, we distinguish two market relating capabilities—channel management and customer relationship management (CRM) capabilities. We explore their role in technological and market breakthroughs. The results show that channel management capabilities reduce while CRM capabilities foster the technological radicalness of new products. We also find that channel management capabilities have no impact on market radicalness of new products while CRM capabilities foster it.