By integrating relevant literature from technology management, marketing, and organizational studies, a research model on the impacts of technological and marketing capabilities on radical and incremental product innovations is built, the differential and non-linear relationships are constructed, and the moderating effect of competitive intensity is discussed. Empirical tests from 303 paired Chinese survey questionnaires indicate that technological capability is positively related to both radical and incremental product innovations, but with a stronger impact on the former. Marketing capability positively influences incremental product innovation, but it affects radical product innovation in an inverted U-shaped way, moderated by competitive intensity.
$author.xingMing_EN. Heterogeneous Impacts of Technological and Marketing Capabilities on Product Innovation Strategies: Moderating Effect of Competitive Intensity[J]. Studies in Science of Science, 2018, 36(9): 1677-1685.