The Performance Advantages for SMEs of Product Innovation and Marketing Resource–Capability Complementarity in Emerging Economies

Phyra Sok, Aron O'cass and Morgan P. Miles

Journal of Small Business Management, 2016, vol. 54, issue 3, 805-826

Abstract: This study argues that small and medium‐sized enterprises () must possess both resources and capabilities at a superior level, and those resources and capabilities must be complementary with one another to achieve superior financial performance. The resources and capabilities of interest are product innovation and marketing. Using data from manufacturing , the results suggest that product innovation resource–capability complementarity, marketing resource–capability complementarity, and their interaction are positively related to financial performance through product innovation and customer performance. The findings suggest that some may outperform others not only because they possess a specific individual resource–capability complementarity but also because they create synergy and asset interconnectedness.

Date: 2016
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DOI: 10.1111/jsbm.12172

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