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The role of marketing resources in radical innovation activity: antecedents and payoffs

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journal contribution
posted on 08.03.2017, 10:00 by Kyriakos Kyriakopoulos, Mathew HughesMathew Hughes, Paul Hughes
While radical product innovations represent significant engines of firm growth, questions remain over whether marketing helps or hurts (1) a firm's radical product innovation activity and (2) its rewards from radical product innovation activity. By attaching an attention-based view of the firm to a market-based assets view of marketing, this paper examines the role of three marketing resources - market knowledge, reputation, and relational resources - on radical innovation activity. Our conceptual framework posits differentiated effects among marketing resources as antecedents of radical innovation activity and as moderators of its impact on firms' financial performance. Using a survey of a broad set of high-tech business-to-business (B2B) firms to test hypotheses, it is found that firms with strong relational resources enjoy a higher propensity for, and stronger financial rewards from, radical innovation activity. Reputational resources come with a trade-off as they hurt the incidence of radical innovation but enhance its financial rewards. However, market knowledge resources appear to hurt both radical innovation activity and its financial rewards. Our results point to the multifaceted role of marketing in radical innovation activity, which is unlikely to come with a single benefit or liability as prior work often posits. Rather, our research heightens the alertness of managers to assess their firms' marketing strength as a bundle of stocks of several marketing resources. Managers must understand the distinct benefits and drawbacks of each resource in developing and launching radical innovations. Our research underscores the differentiated value of marketing in radical innovation activity in B2B high-tech contrary to the entrenched idea of a limited or even stifling role of marketing in this context.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Product Innovation Management

Volume

33

Issue

4

Pages

398 - 417

Citation

KYRIAKOPOULOS, K., HUGHES, M. and HUGHES, P., 2015. The role of marketing resources in radical innovation activity: antecedents and payoffs. Journal of Product Innovation Management, 33 (4), pp. 398-417.

Publisher

© Product Development & Management Association. Published by Wiley.

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

29/06/2015

Publication date

2015-08-17

Notes

This is the peer reviewed version of the following article: KYRIAKOPOULOS, K., HUGHES, M. and HUGHES, P., 2015. The role of marketing resources in radical innovation activity: antecedents and payoffs. Journal of Product Innovation Management, 33 (4), pp. 398-417., which has been published in final form at http://dx.doi.org/10.1111/jpim.12285. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.

ISSN

0737-6782

eISSN

1540-5885

Language

en

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Keywords

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