International Journal of Business and Economics Volume 13, No. 1 June, 2014

Technology and Marketing Capabilities in a Developing Economic Context: Assessing the Resource-Based View within a Boundary Condition

Stern Neill

Orfalea College of Business, California Polytechnic State University , U.S.A.

Gurmeet Singh

School of Management & Public Administration, The University of the South Pacific , Fiji Islands

Raghuvar Dutt Pathak

Graduate School of Business, The University of the South Pacific, Fiji Islands

Abstract

While prior research confirms a positive relationship between organizational capabilities and performance in more developed and emerging economies, this research investigates technology and marketing capabilities in enterprises operating in a highly constrained economic context. Additionally, this research examines how managerial thinking and action influences the development of technology and marketing capabilities, which has received limited investigation in any economic context. Data were gathered by surveying managers in Fiji, Samoa, and Tonga, representing isolated economies with underdeveloped product markets. Results confirm the capability-performance relationship and also support the positive influence of entrepreneurial and learning orientations on technology and marketing capability development.

Keywords：organizational capabilities, business performance, technology and marketing capabilities, small island developing states.

JEL Classifications：M310.

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