The role of marketing capability in innovation-based competitive strategy

In recent years there has been a considerable debate on the role of marketing in competitive strategy. Marketing researchers argue that one way of marketing making a more significant contribution to the theory and practice of strategy is by explicit articulation of marketing capabilities. The new research agenda must explore the role of distinctive marketing capabilities as they relate to innovative and entrepreneurial firm behaviour. However, the literature on the role of marketing capabilities in competitive strategy has been limited. Similarly there have been inadequacies in the conceptualization and operationalization of innovation and sustained competitive advantage constructs. This paper presents the results of a study that examines the role of marketing capabilities in innovation-based competitive strategy. Results suggest that marketing capabilities influence both the innovation intensity and sustained competitive advantage of the firm. The research contributes to strategic marketing theory and practice by developing, refining and validating measures of entrepreneurship, marketing capabilities, organizational innovation and sustained competitive advantage.