Title: Marketing capability, technical capability or degree of product innovation: what really matters in leveraging the sales of technology-based start-ups?
Authors: Luis Carlos Padrão; Tales Andreassi; Luiz Artur Ledur Brito
Addresses: Faculdade de Gestão e Negócios, Universidade Federal de Uberlândia, Avenida João Naves de Avila, 2121, 38408-144, Minas Gerais, Brazil ' Escola de Administração de Empresas de São Paulo, Fundação Getúlio Vargas, Rua Itapeva, 474, 11th floor, 01332-000, São Paulo, Brazil ' Escola de Administração de Empresas de São Paulo, Fundação Getúlio Vargas, Rua Itapeva, 474, 11th floor, 01332-000, São Paulo, Brazil
Abstract: The objective of this study was to analyse the influence of incubator marketing support on the product performance of incubated NTBFs. The study's theoretical contribution sheds new light on NPD in incubated NTBFs by analysing the effect of an important type of incubator support on NPD: incubator marketing support. A total of 512 target NTBFs were identified and 250 participated in the survey. We found that incubator marketing support positively influences marketing capability. Marketing capability is a key factor for promoting sales growth in both low and high turbulence environments, although the effect is more pronounced in low turbulence environments.
Keywords: product development; new product development; NPD; new technology-based firms; NTBFs; incubator; entrepreneurship.
International Journal of Entrepreneurship and Innovation Management, 2019 Vol.23 No.3, pp.281 - 300
Received: 15 Feb 2017
Accepted: 29 Oct 2017
Published online: 15 May 2019 *