Examining the interactive roles of marketing, innovation and social networking capabilities on firms customer-based performance

This study investigates how marketing capability, innovation capability and their complementarity effect influence on firm customer-based performance. The study also examines the moderating role of social networking capability on these relationships. The results of a survey of 184 SME manufacturing firms show that both marketing and innovation capabilities significantly influence customer-based performance. Further, our findings reveal that the complementary effect of marketing and innovation capabilities is also positively related to customer-based performance. In addition, the marketing and innovation capabilities relationships with customer-based performance are moderated by social networking capability. However, social networking capability does not moderate the complementary effect of marketing and innovation capabilities.