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The role of relational capabilities in technological breakthroughs

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conference contribution
posted on 2019-07-02, 08:36 authored by Kyriakos Kyriakopoulos, Mathew Hughes, Paul Hughes
While relational capabilities are the cornerstone of modern marketing practice and theory, there are conflicting claims about their value for technological breakthroughs. Our goal is to explore this conflicting role of market relating capabilities in technological breakthroughs. We first explore the impact of these two relational capabilities on the incidence of technological breakthroughs. Second, we examine the moderating impact of the same capabilities on the effect of technological breakthroughs on the financial performance of the firm. 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 detract from the ability of firms to benefit financially from their technological radicalness while CRM capabilities foster it.

History

School

  • Business and Economics

Department

  • Business

Published in

EMAC 48th Annual Conference

Citation

KYRIAKOPOULOS, K., HUGHES, M. and HUGHES, P., 2019. The role of relational capabilities in technological breakthroughs. Presented at the 48th EMAC Annual Conference, Hamburg, May 28-31st.

Publisher

European Marketing Academy (EMAC)

Version

  • AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

2019-02-13

Publication date

2019

Notes

This is a conference paper.

Language

  • en

Location

University of Hamburg, Germany