Business Commons^™

Technology And Marketing Capabilities In A Developing Economic Context: Assessing The Resource-Based View Within A Boundary Condition, Stern Neill, Gurmeet Singh, Raghuvar Dutt Pathak

Marketing

While prior research confirms a positive relationship between organizational capabilities and performance in more developed and emerging economies, this research investigates technology and marketing capabilities in enterprises operating in a highly constrained economic context. Additionally, this research examines how managerial thinking and action influences the development of technology and marketing capabilities, which has received limited investigation in any economic context. Data were gathered by surveying managers in Fiji, Samoa, and Tonga, representing isolated economies with underdeveloped product markets. Results confirm the capability-performance relationship and also support the positive influence of entrepreneurial and learning orientations on technology and marketing capability development.