Concepedia

Marketing Complementarity

Marketing Complementarity is a theoretical framework within resource complementarity that specifies the strategic alignment and mutual enhancement of marketing resources across multiple business entities or product lines to achieve synergistic market performance outcomes.

18

Publications

2.8K

Citations

38

Authors

31

Institutions

Publications per year

2017–2026

2

Parents

Publications

18

Marketing and technology resource complementarity: an analysis of their interaction effect in two environmental contexts

Michael Song, Cornelia Dröge, Sangphet Hanvanich et al. · Strategic Management Journal · 2005 · 842 citations

, , +17

Inferring Networks of Substitutable and Complementary Products

Julian McAuley, Rahul Pandey, Jure Leskovec · 2015 · 621 citations

, , +11

Competition and Integration Among Complements, and Network Market Structure

Nicholas Economides, Steven C. Salop · Journal of Industrial Economics · 1992 · 432 citations

, , +17

Sharing the Wealth: When Should Firms Treat Customers as Partners?

Eric T. Anderson · Management Science · 2002 · 111 citations

, , +16

The Performance Advantages for SMEs of Product Innovation and Marketing Resource–Capability Complementarity in Emerging Economies

Phyra Sok, Aron O’Cass, Morgan P. Miles · Journal of Small Business Management · 2015 · 95 citations · Full text

, , +17

1–5 of 18

Authors

38

  1. AO
    Aron O’Cass

    University of Newcastle Australia, Australia

    4 publications · 243 citations

    4

    h-index

  2. JM
    Julian McAuley

    University of California San Diego, United States

    2 publications · 708 citations

    2

    h-index

  3. PS
    Phyra Sok

    Monash University, Australia

    2 publications · 150 citations

    2

    h-index

  4. RP
    Rahul Pandey

    George Mason University, United States

    2 publications · 708 citations

    2

    h-index

  5. JL
    Jure Leskovec

    Stanford University, United States

    2 publications · 708 citations

    2

    h-index

1–5 of 38

Institutions

31

  1. University of Tasmania

    Hobart, Australia

    4 h-index

    6 publications

    348 citations

  2. Stanford University

    Stanford, United States

    2 h-index

    2 publications

    708 citations

  3. Xavier University

    Cincinnati, United States

    1 h-index

    1 publications

    842 citations

  4. University of Michigan

    Ann Arbor, United States

    1 h-index

    1 publications

    60 citations

  5. Eindhoven University of Technology

    Eindhoven, The Netherlands

    1 h-index

    1 publications

    842 citations

  6. Universitat Rovira i Virgili

    Tarragona, Spain

    1 h-index

    1 publications

    31 citations

  7. Australian Institute of Business

    Adelaide, Australia

    1 h-index

    1 publications

    50 citations

  8. Cornell University

    Ithaca, United States

    1 h-index

    2 publications

    156 citations

1–8 of 31

Venues

  1. Journal of Business and Industrial Marketing

    2 publications · 93 citations

    2

    h-index

  2. arXiv (Cornell University)

    Repository · 1 publications · 87 citations

    1

    h-index

  3. Journal of Industrial Economics

    1 publications · 432 citations

    1

    h-index

  4. Management Science

    1 publications · 111 citations

    1

    h-index

  5. Foundations and Trends® in Marketing

    1 publications · 15 citations

    1

    h-index

1–5