Putting marketing knowledge to use: marketing-specific relational capital and product/service innovation performance
| dc.contributor.author | Peñalba Aguirrezabalaga, Carmela | |
| dc.contributor.author | Ritala, Paavo | |
| dc.contributor.author | Sáenz Martínez, Josune | |
| dc.date.accessioned | 2026-03-02T11:58:43Z | |
| dc.date.available | 2026-03-02T11:58:43Z | |
| dc.date.issued | 2021-06-04 | |
| dc.date.updated | 2026-03-02T11:58:43Z | |
| dc.description.abstract | Purpose: The importance of integrating both internal and external knowledge into the product/service innovation process has been widely recognized in the knowledge management and innovation literature. Likewise, the role of the marketing and sales function as a driver of innovation has been stressed because of its market-facing role. However, limited research has investigated the complementarity of both internal and external knowledge regarding product/service innovation performance in a marketing context. The purpose of this study is to analyze marketing departments’ role in accessing internal and external knowledge resources (i.e. marketing-specific relational capital [RC]) to reach improved product and service innovation performance. Design/methodology/approach: The analysis uses empirical evidence collected by a structured survey of 346 respondents representing marketing and sales functions in Spanish companies. Findings: The survey revealed that marketing-specific internal relational capital at the department and inter-department levels, as well as noncustomer external RC, are directly associated with product/service innovation performance. Further, the analyses show that the relationship between customer-specific RC and innovation performance is mediated by other types of RC, making it a fundamental antecedent to the innovation process. Finally, significant differences in marketing-specific RC subcomponents were found between business-to-consumer (B2C) and business-to-business (B2B) firms. Originality/value: This study makes a valuable contribution to marketing and management literature by revealing the types of social interactions in the marketing function that enable access to knowledge sources that promote successful product/service innovation. | en |
| dc.description.sponsorship | This work was supported by the Hezkuntza Saila, Eusko Jaurlaritza – Department of Education, Basque Government [grant number PRE_2019_1_0292] | en |
| dc.identifier.citation | Peñalba-Aguirrezabalaga, C., Ritala, P., & Sáenz, J. (2021). Putting marketing knowledge to use: marketing-specific relational capital and product/service innovation performance. Journal of Business and Industrial Marketing, 37(1), 209-224. https://doi.org/10.1108/JBIM-07-2020-0369 | |
| dc.identifier.doi | 10.1108/JBIM-07-2020-0369 | |
| dc.identifier.issn | 0885-8624 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14454/5298 | |
| dc.language.iso | eng | |
| dc.publisher | Emerald Group Holdings Ltd. | |
| dc.rights | © Emerald Publishing Limited | |
| dc.subject.other | Customer relational capital | |
| dc.subject.other | Innovation performance | |
| dc.subject.other | Intellectual capital | |
| dc.subject.other | Knowledge resources | |
| dc.subject.other | Marketing | |
| dc.subject.other | Relational capital | |
| dc.title | Putting marketing knowledge to use: marketing-specific relational capital and product/service innovation performance | en |
| dc.type | journal article | |
| dcterms.accessRights | metadata only access | |
| oaire.citation.endPage | 224 | |
| oaire.citation.issue | 1 | |
| oaire.citation.startPage | 209 | |
| oaire.citation.title | Journal of Business and Industrial Marketing | |
| oaire.citation.volume | 37 |