Understanding the links between technological opportunism, marketing

Understanding the links between technological opportunism, marketing

دسته بندی : pdf

نوع فایل:  pdf ( آماده پرینت)

تعداد صفحه : 11 صفحه

Abstract:       The capability of firms to sense and respond to changes in technologies, called technological opportunism, is of growing importance to managers as a source of competitive advantage. However, exactly how technological opportunismimpacts firmperformance is still not clearly understood. Furthermore, the role of marketing in this relationship, if any, has yet to be examined. Understanding this relationship is critical formarketingmanagers not only for determining strategic investments of resources but also for demonstratingmarketing return on activities. This paper explores the links between technological opportunism and firm performance. The results show that technological opportunism has a strong positive impact on key measures of performance such as firm sales, profits and market value. Importantly, marketing emphasis is the mechanism through which the technological opportunism–performance relationship is achieved. Finally, the impact of marketing emphasis on B2B firms is different than that for B2C firms, highlighting the importance of these activities for B2B marketing managers.

      Keywords:      Technological opportunism, Marketing, Capabilities, Performance Author(s):      Matthew Sarkees Source:           Industrial Marketing Management 40 (2011) 785–795 Subject:                مدیریت بازاریابی Category:           مقاله مجله Release Date: 2011