This study investigates how marketing capability, innovation capability and their complementarity effect influence on firm customer-based performance. The study also examines the moderating role of social networking capability on these relationships. The results of a survey of 184 SME manufacturing firms show that both marketing and innovation capabilities significantly influence customer-based performance. Further, our findings reveal that the complementary effect of marketing and innovation capabilities is also positively related to customer-based performance. In addition, the marketing and innovation capabilities relationships with customer-based performance are moderated by social networking capability. However, social networking capability does not moderate the complementary effect of marketing and innovation capabilities.
Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (ANZMAC 2010). Proceedings of the Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (Canterbury, New Zealand 29 November - 1 December, 2010)