Abstract
AbstractDrawing on the complementarity perspective and contingent resource‐based theory, this study develops a moderated moderation framework to investigate how absorptive capacity moderates the value of firm innovativeness under market turbulence. The results of the survey data from 402 firms reveal that the efficacy of firm innovativeness is not universal but simultaneously contingent on absorptive capacity and market turbulence. Furthermore, absorptive capacity does not always enhance the value of firm innovativeness; the positive moderating effect of absorptive capacity manifests itself only when market turbulence is relatively high. These findings also highlight that change in customer needs is a key factor affecting the complementarity of relevant resources and capabilities. Thus, this study contributes to advances in theory and has new practical implications. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.
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