Capabilities and innovation: the moderating effect of environmental turbulence

Margarida Vicente, António Figueiredo, António Mário Rodrigues


Purpose - By using the resource-based view theory, this study develops a framework to investigate the role of organizational innovation intensity as a mediator between capabilities and export performance. Specifically, this framework analyzes the consequences of marketing and technological capabilities and focuses on the relationships between marketing and technological capabilities, organizational innovation intensity, and export performance. In addition, we examine whether the effects of capabilities on innovation are moderated by high vs. low technological and market turbulence.

Design/methodology/approach - The study draws on data collected by an online questionnaire in a sample survey of 471 exporting manufacturing firms. A structural equation model was used to test the hypothesis.

Findings - The findings demonstrate that marketing and technological capabilities have a significant impact on organizational innovation intensity, which in turn has a positive effect on export performance. More specifically, the study reveals that organizational innovation intensity has an important mediating role in the relationships between marketing and technological capabilities and export performance. Moreover, marketing capabilities have a stronger impact on innovation and export performance than technological capabilities. In both high vs. low technological turbulence, the innovation effects of marketing capabilities are higher than the effects of technological capabilities. Market turbulence does not moderate the relationship between capabilities and organizational innovation.

Originality/value - The study contributes to the literature by examining the mediating role of organizational innovation intensity in the marketing capabilities-export performance and technological capabilities-export performance relationships. This paper offers new insights on how marketing and technological capabilities contribute to superior export performance.


Keywords: Marketing capabilities; technological capabilities; organizational innovation intensity; export performance.






Objetivo: Este estudo desenvolve uma estrutura para investigar o papel da inovação como mediadora entre recursos e desempenho de exportação. Especificamente, essa estrutura analisa as conseqüências das capacidades tecnológicas e de marketing e concentra-se nas relações entre as capacidades tecnológicas e de marketing, a intensidade da inovação organizacional e o desempenho das exportações. Além disso, examinamos se os efeitos das capacidades sobre a inovação são moderados por turbulência tecnológica e de mercado alta versus baixa.

Desenho/metodologia/abordagem - O estudo baseia-se em dados coletados por um questionário on-line em uma amostra de 471 firmas exportadoras. Um modelo de equação estrutural foi utilizado para testar a hipótese.

Resultados: Os resultados demonstram que a inovação tem um importante papel mediador nas relações entre marketing e recursos tecnológicos e desempenho de exportação. Além disso, os recursos de marketing têm um impacto mais forte na inovação e no desempenho de exportação do que os recursos tecnológicos. Tanto na turbulência tecnológica alta quanto na baixa, os efeitos de inovação dos recursos de marketing são mais altos que os efeitos dos recursos tecnológicos. A turbulência do mercado não modera a relação entre capacidades e inovação organizacional.

Originalidade/valor: À medida que o ambiente de negócios se torna mais global e incerto, as empresas devem equilibrar suas capacidades com as condições do mercado de exportação. Isso leva as empresas a compensar o desenvolvimento de recursos essenciais que podem melhorar a competitividade e o desempenho das exportações. Este artigo oferece novas idéias sobre como as capacidades tecnológicas e de marketing, como duas principais capacidades organizacionais, contribuem para o desempenho superior das exportações através do papel mediador da inovação.


Keywords: Recursos de marketing; capacidades tecnológicas; intensidade de inovação organizacional; desempenho de exportação.


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