Authors: John E. Spillan; John A. Parnell; Andrei Panibratov; Andrey Yukhanaev
Addresses: University of North Carolina at Pembroke, Pembroke, North Carolina, USA ' University of North Alabama, Florence, Alabama, USA ' Graduate School of Management, St. Petersburg University, St. Petersburg, Russia ' Northumbria University, Newcastle-upon-Tyne, UK
Abstract: This paper investigates how organisational capabilities shape business strategy and influence the performance of Russian enterprises. Although the emphases on both cost leadership and differentiation were positively associated with firm performance, the differentiation-performance link became insignificant when marketing and technology capabilities were included in a composite model. Marketing and technology capabilities - not the strategy per se - appear to be the primary and dynamic drivers of firm performance. The implications of this perspective on the capabilities-strategies-performance nexus are discussed within the Russian context.
Keywords: strategy; organisational capabilities; Russia; marketing; technology; performance.
European Journal of International Management, 2021 Vol.15 No.1, pp.1 - 26
Received: 13 Nov 2018
Accepted: 07 May 2019
Published online: 21 Dec 2020 *