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Resumen
En este trabajo analizamos el papel del desarrollo de capacidades tecnológicas y de marketing por las empresas para explicar las relaciones entre capital social y comportamiento pionero. Para ello, hemos aplicado un modelo estructural en una muestra de 224 empresas del sector del calzado español. Este modelo nos permite detectar un efecto indirecto significativo del capital social en el comportamiento pionero a través del desarrollo de capacidades tecnológicas —aguas arriba— y capacidades de marketing —aguas abajo—. Los resultados obtenidos sugieren que si las empresas son capaces de aprovechar sus vínculos, relaciones de confianza y metas compartidas para desarrollar capacidades complementarias, tenderán a desarrollar un comportamiento pionero. Las implicaciones de estos resultados son discutidas en términos de si las empresas deberían aprovechar sus redes sociales para mejorar ciertas capacidades, que son necesarias para obtener ventajas de un comportamiento pionero.
Palabras clave:
Capital social
Innovación
Comportamiento pionero
Capacidades tecnológicas
Capacidades de marketing
Abstract
In this paper we study the role of a firm's development of technological and marketing capabilities to explain the linkages between social capital and pioneer behaviour. We have applied a structural model on a sample of 224 firms of the Spanish footwear industry. This model allows us to detect a significant indirect effect of social capital on pioneer behaviour through the development of upstream technological and downstream marketing capabilities. The results obtained suggest that if firms are capable of taking advantage of linkages, confidence relationships and shared goals for the development of complementary capabilities, they will tend towards a pioneer behaviour. Implications of these results are discussed in terms of whether firms should manage their social networks to improve certain capabilities, which are necessary to gain first mover advantages.
Key words:
Social Capital
Innovation
Pioneer Behaviour
Technological Capabilities
Marketing Capabilities
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Agradecemos los valiosos comentarios y sugerencias de dos evaluadores anónimos de CEDE y de Jaime Gómez. La realización de este trabajo se enmarca en el Proyecto de investigación científica PEII10-0332-0679 del Plan Regional de Investigación Científica, Desarrollo Tecnológico e Investigación de Castilla-La Mancha.
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