TY - JOUR
T1 - Competence Resource Specialization, Causal Ambiguity, and the Creation and Decay of Competitiveness: The Role of Marketing Strategy in New Product Performance and Shareholder Value
AU - Hansen, Jarod M
AU - McDonald, Robert
AU - Mitchell, Ronald
PY - 2013/7
Y1 - 2013/7
N2 - Abstract Marketing strategists should create, maintain, and
arrest the decay of causally ambiguous resource competences
that lead to competitiveness and thus performance.
However, competence causal ambiguity, which helps create
competitiveness, is also implicated in competitiveness
decay. In this study we test a model of specializationcompetitiveness-
performance using primary and secondary
data from 169 public respondents/firms, to examine the
effects of negative internal barriers to replication and adaptation.
These barriers develop due to resource lock-in arising
from the same specialization processes that lead to the
positive barriers to imitation that deter competitors. Results
suggest that commitment to learning can mitigate resource
lock-in problems with internal competence causal ambiguity,
competence causal ambiguity among competitors appears
more essential to competitiveness in more competitive
markets, competitiveness positively relates to both shareholder
value and new pro
AB - Abstract Marketing strategists should create, maintain, and
arrest the decay of causally ambiguous resource competences
that lead to competitiveness and thus performance.
However, competence causal ambiguity, which helps create
competitiveness, is also implicated in competitiveness
decay. In this study we test a model of specializationcompetitiveness-
performance using primary and secondary
data from 169 public respondents/firms, to examine the
effects of negative internal barriers to replication and adaptation.
These barriers develop due to resource lock-in arising
from the same specialization processes that lead to the
positive barriers to imitation that deter competitors. Results
suggest that commitment to learning can mitigate resource
lock-in problems with internal competence causal ambiguity,
competence causal ambiguity among competitors appears
more essential to competitiveness in more competitive
markets, competitiveness positively relates to both shareholder
value and new pro
M3 - Article
SP - 300
EP - 319
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
ER -