RESOURCE BASED VIEW AND THE IMPACTS OF MARKETING AND PRODUCTION CAPABILITIES ON INNOVATION

Abstract

Researchers have begun to focus on identifying organizational capabilities, but still relatively little is known on the types of business capabilities stimulating innovation. From this point forth, this study investigated the possible relationships among production capabilities, marketing capabilities and innovation. By the findings of this study we aim to reveal whether primary capabilities effect innovation or not and which one effect more. Many researchers suggest that capabilities can be determined via the value analysis of functional areas such as production, marketing, finance, research and development, human resource management (Snow and Hrebiniak, 1980; Hitt and Ireland, 1985; Acar, 1993; Hafeez, Zhang and Malak 2002;). Based on this common idea and aiming to contribute a better understanding of innovation in relation to capabilities, firstly, a brief review of resource based view is given and then production and marketing capabilities evaulated in this study are discussed. For this study a research model and hypotheses have been developed. In order to test the model and hypothesis, 122 organizations that are operating in Kocaeli, in Turkey were surveyed. Which capabilities can contribute positively to innovation is tried to be determined by regression analysis. As a result, according to the findings from this study, it can be said that there are significant relationships among marketing capabilities, production capabilities and innovation.