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dc.contributor.authorFang, Eric
dc.contributor.authorPalmatier, Robert W.
dc.contributor.authorGrewal, Rajdeep
dc.date.accessioned2017-05-29T12:34:54Z
dc.date.available2017-05-29T12:34:54Z
dc.date.issued2011
dc.identifier.issn1547-7193
dc.identifier.doi10.1509/jmkr.48.3.587
dc.identifier.urihttp://hdl.handle.net/10072/337612
dc.description.abstractBoth customer and innovation assets are important to firm performance. Prior research has mostly examined these assets at the firm level and has not distinguished between the effects of asset depth relative to competitors and asset breadth across different segments. Using configuration theory and the resource-based view of the firm, the authors propose that how these assets interact to influence performance depends on both depth and breadth because these features reflect whether the assets are likely to create and/or appropriate value when deployed. Empirical results from two studies—one using secondary data and another using primary data from a survey of senior managers— indicate that performance is highest when firms employ configurations using deep customer and broad innovation assets or deep innovation and broad customer assets. In contrast, firm performance variability decreases in the presence of deep–deep and broad–broad asset configurations. The effect of configuration strategies on firm performance also is typically greater in dynamic than in stable environments.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherAmerican Marketing Association
dc.relation.ispartofpagefrom587
dc.relation.ispartofpageto602
dc.relation.ispartofissue3
dc.relation.ispartofjournalJournal of Marketing Research
dc.relation.ispartofvolume48
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1505
dc.titleEffects of Customer and Innovation Asset Configuration Strategies on Firm Performance
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 2011 American Marketing Association. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorPalmatier, Robert W.


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