Abstract
Building on relational and resource-based perspectives, this article investigates the indirect effect of interfirm relational strategies (relational proclivity and capability) on firm platform innovation, through their association with key interfirm relational traits (information flows and relational embeddedness). Given differences in firm usage and deployment of resources, the authors examine the moderating effects of two firm-level strategic levers critical to the innovation process: marketing intensity and R&D intensity. The test of this conceptual model uses primary and secondary data from 237 firms operating in high-tech industries. The results indicate that relational proclivity and capability positively influence interfirm relationship traits of information flows and relational embeddedness. These traits then have profound effects on firm platform innovation. In terms of moderation, the authors demonstrate that marketing intensity improves the ability of relational embeddedness to enhance platform innovation, whereas R&D intensity improves the ability of information flows to enhance platform innovation. The authors conclude with implications for marketing theory and practice.
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