The manner in which technological capability and marketing capability can besuccessfully leveraged is an important research issue. Based on theresource-management model, this study aims to answer two research questions:(1) whether technological capability and marketing capability arecomplementary or supplementary capabilities; and (2) how technologicalcapability and marketing capability can be used appropriately to respond toenvironmental turbulence. Based on a face-to-face interview survey of 212Chinese firms, we find that technological capability and marketingcapability have synergistic effects. We also find that technologicalturbulence enhances the performance effect of technological capability, butimpedes that of marketing capability; whereas market turbulence advances theperformance effect of marketing capability, but impedes that oftechnological capability. Thus, the appropriate way to leveragetechnological capability and marketing capability is to integrate them andto deploy technological capability to respond to technological turbulenceand marketing capability to respond to market turbulence.
