Racela, O.C. and Thoumrungroje, A. (2020), “When do customer orientation and innovation capabilities matter? An investigation of contextual impacts”, Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 2, pp. 445-472. https://doi.org/10.1108/APJML-03-2019-0143
Grounded on resource-advantage (R-A) theory, the purpose of this paper is to investigate how customer orientation, as a higher-order or interconnected operant resource, enhances firm performance through creativity capability (i.e. idea generation and problem solving) and innovation capability (i.e. the implementation of creative ideas) – among firms of different sizes and within different market contexts. The authors conceptualize customer orientation as a firm’s capacity to create and deliver superior customer value through the processing of market intelligence, as demonstrated by the firm’s composite operant resources of market-sensing, customer-relating and customer-response capabilities.