Distinctive Marketing and Information Technology Capabilities and Strategic Types: A Cross-National Investigation

Journal of International Marketing, Vol. 16, No. 1, pp. 4-38, March 2008

Posted: 28 Feb 2012

See all articles by Michael Song

Michael Song

Barclays Investment Bank

Robert Nason

Michigan State University - Department of Marketing and Supply Chain Management

Anthony Di Benedetto

Temple University

Date Written: 2008

Abstract

The authors examine the relationship between strategic type and development of distinctive marketing, market-linking, technology, and information technology (IT) capabilities to implement innovation strategy. They hypothesize that prospectors must build technical and IT capabilities, whereas defenders develop market-linking and marketing capabilities. The authors collect data from 709 firms across the United States, Japan, and China. They find support for their capability hypotheses, as well as for some of their cross-national hypotheses that are based on cultural and business environment differences among the three countries. In particular, they find support for the hypotheses that Japanese firms have greater technology and IT capabilities than U.S. firms of the same strategic type. They conclude with implications for management.

Suggested Citation

Song, Michael and Nason, Robert and Di Benedetto, Anthony, Distinctive Marketing and Information Technology Capabilities and Strategic Types: A Cross-National Investigation (2008). Journal of International Marketing, Vol. 16, No. 1, pp. 4-38, March 2008. Available at SSRN: https://ssrn.com/abstract=2012669

Michael Song

Barclays Investment Bank ( email )

5 The North Colonnade
London, Canary Wharf E14 4BB
United Kingdom

Robert Nason

Michigan State University - Department of Marketing and Supply Chain Management ( email )

East Lansing, MI
United States

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