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Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance

Aron O'Cass (The University of Tasmania, Hobart, Australia)
Nima Heirati (Newcastle University Business School, Newcastle University, Newcastle upon Tyne, UK)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 3 February 2015

Abstract

Purpose

This study aims to address the extent that the deployment of and complementarity between marketing mix and customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform their market knowledge into effective responsive actions that help to achieve new product success.

Design/methodology/approach

A questionnaire was used as the primary means of data collection. Data from 160 large business-to-business firms across a variety of industries in Iran were analyzed using partial least squares regression to test the hypothesized paths.

Findings

The results show that market-oriented firms are better at deploying marketing mix, brand management and customer relationship management capabilities, and these capabilities help to drive new product performance, and the complementarity between these marketing capabilities enhances the firm’s capacity to achieve new product success more than deploying each capability in isolation.

Originality/value

In contrast to many existing studies, this study is the first to examine the role of marketing mix, brand management and customer relationship management capabilities and their complementarity as intervening mechanisms in the relationship between market orientation (MO) and new product performance. Further, this study extends the marketing literature by investigating the role of different forms of marketing capabilities in a complementary fashion in the context of a Middle Eastern economy.

Keywords

Acknowledgements

The authors would like to thank Vida Siahtiri, Wai Jin Lee and the two anonymous reviewers for insightful comments on earlier versions of this paper.

Citation

O'Cass, A. and Heirati, N. (2015), "Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance", Journal of Business & Industrial Marketing, Vol. 30 No. 1, pp. 60-71. https://doi.org/10.1108/JBIM-07-2012-0124

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited