Impact of Firm Capabilities at the Marketing / Technology Interface

Firms compete for profitable positions in their technological environments by capitalizing on their design and other capabilities to conceive and realize marketplace strategies more effectively and more efficiently than rivals do. However, research on how technological environment characteristics change the payoff from these capabilities is minimal. Given that possessing superior firm capabilities is a primary source of competitive advantage for firms, this study seeks to fill these critical research gaps in the literature. This dissertation, which is composed of two essays, seeks to answer what capabilities pay off more in various technological conditions. It benefits from the most comprehensive sample to date that includes 2132 publicly traded firms in the United States (US) over 34 years. All the technological industry conditions are captured by using the entire data of utility patents in the US. The first essay shows that design is a firm capability that enhances sales growth. Its effect, however, is attenuated by technology intensity because, in markets with high technology intensity, design attributes become less salient. Moreover, technological competitive intensity and maturity amplify design capability’s positive effect because when technical attributes of products provide limited differentiation, design attributes receive more attention, and consumers overweight them in decision making. The second essay examines the effect of marketing and research and development (R&D) capabilities on return on assets (ROA) in three technological market conditions: Technological turbulence, uncertainty, and acceleration. It shows that all the technological environments amplify the positive ROA performance outcomes from marketing capability, with technological turbulence having the most potent effect. R&D capability, however, is most influential in technologically accelerating markets. Finally, the second essay unveils that marketing and R&D capabilities are complementary only in technologically turbulent markets. These studies thus provide valuable insights to researchers and managers on the payoff from these capabilities and offer new guidance on which capabilities firms should emphasize on under different technological market conditions.