Abstract
This study builds a theoretical model between marketing capabilities, radical and incremental technological innovations, and management innovation through an outside-in approach. We employed 272 pairs of survey questionnaires collected from Chinese firms in the empirical tests. Results indicate that marketing capabilities enhance management innovation through the mediating effect of radical technological innovation, whereas the mediating effect of incremental technological innovation is not statistically significant by contrast. It is further uncovered that the mediating effect of incremental technological innovation is contingent upon the level of technological turbulence.
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