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The Contingency Value of Complementary Capabilities in Product Development

Publication ,  Journal Article
Moorman, C; Slotegraaf, RJ
Published in: Journal of Marketing Research
May 1, 1999

Current interdisciplinary research suggests that organizational capabilities have a direct, unconditional impact on firm performance. The authors extend this literature by developing a framework that proposes a contingency approach to the value of organizational capabilities. This framework highlights the effect of information in the external environment in stimulating firms to deploy their technology and marketing capabilities to influence the level and speed of relevant product development activities. Using a longitudinal quasiexperiment to isolate the effects of external information on the relationship between firm capabilities and product development outcomes, the authors obtain results that are consistent with this framework. The authors therefore conclude that the most valuable characteristic of firm capabilities may be their ability to serve as flexible strategic options. In this role, firms can deploy them in ways consistent with environmental forces.

Duke Scholars

Published In

Journal of Marketing Research

DOI

EISSN

1547-7193

ISSN

0022-2437

Publication Date

May 1, 1999

Volume

36

Issue

2

Start / End Page

239 / 257

Related Subject Headings

  • Marketing
  • 1505 Marketing
 

Citation

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MLA
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Moorman, C., & Slotegraaf, R. J. (1999). The Contingency Value of Complementary Capabilities in Product Development. Journal of Marketing Research, 36(2), 239–257. https://doi.org/10.1177/002224379903600208
Moorman, C., and R. J. Slotegraaf. “The Contingency Value of Complementary Capabilities in Product Development.” Journal of Marketing Research 36, no. 2 (May 1, 1999): 239–57. https://doi.org/10.1177/002224379903600208.
Moorman C, Slotegraaf RJ. The Contingency Value of Complementary Capabilities in Product Development. Journal of Marketing Research. 1999 May 1;36(2):239–57.
Moorman, C., and R. J. Slotegraaf. “The Contingency Value of Complementary Capabilities in Product Development.” Journal of Marketing Research, vol. 36, no. 2, May 1999, pp. 239–57. Scopus, doi:10.1177/002224379903600208.
Moorman C, Slotegraaf RJ. The Contingency Value of Complementary Capabilities in Product Development. Journal of Marketing Research. 1999 May 1;36(2):239–257.

Published In

Journal of Marketing Research

DOI

EISSN

1547-7193

ISSN

0022-2437

Publication Date

May 1, 1999

Volume

36

Issue

2

Start / End Page

239 / 257

Related Subject Headings

  • Marketing
  • 1505 Marketing