تکمیل توانایی ها و منابع محصولات، مکانیزم های یکپارچه سازی و مزایای محصول نخست

The current study extends work on resource-based theory (RBT) by exploring resource—capability complementarity in a new context—that of new technology ventures' (NTVs) first product (FP) commercialization in India. This study examines the influence of marketing and technology resource–capability complementarity on FP positional advantages (differentiation and cost-efficiency) and their influence on first product performance (FPP). Furthermore, this study incorporates the influence of supplier integration (SI) mechanisms (in terms of knowledge sharing and co-commercialization) in the process of FP commercialization. The findings suggest that asset complementarities have a positive relation with FP positional advantages, in that both differentiation and cost-efficiency enhance an NTV's FPP, and that SI moderates the relationships between both marketing and technology R–C complementarity and FP positional advantages.

NTVs are young SMEs that develop R&D-oriented products in technology-based markets (Li & Zhang, 2007). The success of their FP is a harbinger of the ultimate success of an NTV (Song, Song, & Benedetto, 2011). NTVs have many product related asset limitations (Fernhaber & Li, 2012) which make commercialization of the FP a challenge (Song et al., 2011). Research on product asset deployment leading to new product superiority is substantial; however, much research targets established firms (e.g., Kim and Atuahene-Gima, 2010 and Kim et al., 2013). Current research does not emphasize how NTVs can more effectively configure their assets to enhance FPP (Song, Di Benedetto, & Song, 2010). Stakeholder integration in the new product commercialization process is critical. However, the mechanisms that NTVs use to cooperate with suppliers are still unclear (Cavazos, Patel, & Wales, 2011), particularly in relation to FP commercialization processes. This study suggests that when technology and marketing resources and capabilities are complementary they enhance an NTV's FP market performance via the generation of FP positional advantages. Building on social capital theory this study suggests that the influence of technology and marketing resource–capability (R–C) complementarity on FP cost efficiency and differentiation is contingent on the effective integration of suppliers during the commercialization process.