The role of marketing capabilities, absorptive capacity, and innovation performance

Juliana Conceição Noschang da Costa, Shirlei Miranda Camargo, Ana Maria Machado Toaldo, Simone Regina Didonet · 2018 · Marketing Intelligence & Planning

Summary. This study examines how absorptive capacity influences organizational performance in Brazilian manufacturing firms. The research finds that absorptive capacity does not directly affect performance. Instead, marketing capabilities—including innovative capability and new product development—and innovation performance fully mediate this relationship. Managers should invest in absorptive capacity and marketing capabilities to improve competitive performance.

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Costa, J. C. N. D., Camargo, S. M., Toaldo, A. M. M., & Didonet, S. R.. (2018). The role of marketing capabilities, absorptive capacity, and innovation performance. Marketing Intelligence & Planning. https://doi.org/10.1108/mip-11-2017-0312

@article{costa-2018-role-marketing-capabilities-absorptive-capacity,
  title   = {The role of marketing capabilities, absorptive capacity, and innovation performance},
  author  = {Juliana Conceição Noschang da Costa and Shirlei Miranda Camargo and Ana Maria Machado Toaldo and Simone Regina Didonet},
  journal = {Marketing Intelligence & Planning},
  year    = {2018},
  doi     = {10.1108/mip-11-2017-0312},
  url     = {https://doi.org/10.1108/mip-11-2017-0312}
}

TY  - JOUR
TI  - The role of marketing capabilities, absorptive capacity, and innovation performance
AU  - Juliana Conceição Noschang da Costa
AU  - Shirlei Miranda Camargo
AU  - Ana Maria Machado Toaldo
AU  - Simone Regina Didonet
JO  - Marketing Intelligence & Planning
PY  - 2018
DO  - 10.1108/mip-11-2017-0312
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Details

DOI: 10.1108/mip-11-2017-0312
Countries: Brazil
Regions: South America
Categories: innovation-theory, entrepreneurship, general-innovation
Added: 2026-04-28