Marketing and Technological Absorptive Capacities: Environmental Antecedents and Performance Outcomes in High-Tech Firms

Aviv Shoham, Yoel Asseraf, Sara Lev, Avi Fiegenbaum

Research output: Contribution to journalArticlepeer-review


Purpose: This article investigates marketing and technology absorptive capacities as distinct types of external knowledge while considering three environmental conditions, namely uncertainty, munificence, and heterogeneity and two distinct outcomes, namely innovation and financial performance. Methodology/approach: Using a quantitative approach, the authors analyze data from 141 Israeli business-to-business high-tech firms. Findings: The data mostly supported the hypotheses. Empirical findings imply that an uncertain environment is a precursor for a strong effort to develop a technological absorptive capacity and, to a lesser extent, a marketing absorptive capacity. Technological and marketing absorptive capacities were found to be distinct constructs with positive impacts on financial and innovation performance. Marketing absorptive capacity had a stronger impact than technological absorptive capacity on financial performance. Surprisingly, marketing absorptive capacity was negatively associated with innovation performance. Originality/value: This study attempts to overcome some limiting assumptions of absorptive capacity theory that have contributed to its reification in order to make three theoretical contributions. First, it distinguishes between marketing and technological absorptive capacities. Second, it tests differential responses of the two absorptive capacities to environmental contingencies. Third, it compares the differential impacts of marketing and technological absorptive capacities on financial and innovation performance.

Original languageEnglish
Pages (from-to)165-182
Number of pages18
JournalJournal of Business-to-Business Marketing
Issue number3
StatePublished - 3 Jul 2017

Bibliographical note

Publisher Copyright:
© 2017 Taylor & Francis Group, LLC.


  • absorptive capacity
  • business marketing
  • environment
  • industrial marketing
  • innovation
  • marketing; performance
  • technology

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing


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