The role of marketing capabilities, absorptive capacity, and innovation performance

Abstract

Purpose

The purpose of this paper is to analyze effects of absorptive capacity (ACAP) on organizational performance. The model looks at the mediating influence of marketing capabilities (innovative capability and new product development capability (NPDC)) and innovation performance (IP).

Design/methodology/approach

This study takes a quantitative approach by using survey data from 333 Brazilian manufacturer managers involved with strategic marketing processes. Structural equation modeling was used to test the theoretical hypotheses.

Findings

Results indicate that ACAP does not have a direct impact on organizational performance. The relation is fully mediated by marketing capabilities (innovative capability and NPDC) and IP.

Research limitations/implications

According to the research findings, managers should put efforts in the ACAP as well as marketing capabilities that will result in better organizational performance. This research is limited to the context of manufacturer firms in Brazil. However, it is suggested that an application of this research can be conducted in different industries and different countries.

Originality/value

This study contributes to theory and management practice. First, no study has explored all these constructs together. Through the relationship between ACAP and performance, the authors found that marketing capabilities and IP can fully mediate the former proposed relation. The authors’ contribution is the understanding of the role of ACAP influence on performance. Managers should be encouraged to invest in companies’ ACAP as well as marketing capabilities to differentiate themselves from competitors and improve performance.

Citation

da Costa, J.C.N., Camargo, S.M., Machado Toaldo, A.M. and Didonet, S.R. (2018), "The role of marketing capabilities, absorptive capacity, and innovation performance", Marketing Intelligence & Planning, Vol. 36 No. 4, pp. 410-424. https://doi.org/10.1108/MIP-11-2017-0312