“…Researchers have identified several key capabilities that relate to the design and delivery of superior customer value, (e.g., Day, 1994a;Jayachandran, Hewett, & Kaufman, 2004;Slotegraaff & Dickson, 2004;Vorhies & Morgan, 2003); and yet, this line of inquiry has only begun to uncover the interactions among capabilities (Ethiraj et al, 2005;Moorman & Slotegraaf, 1999;Song, Droge, Hanvanich, & Calantone, 2005). While research is uncovering the critical role of capabilities on firm performance (Desarbo, Di Benedetto, Song, & Sinha, 2005), evidence on the enabling mechanisms that drive the development of superior value-producing capabilities is limited to a few studies (Jayachandran et al, 2004;Morgan, Zou, Vorhies, & Katsikeas, 2003) that thus far have examined the role of knowledge processes. A research agenda is needed which explores the organizational levers to and additive (or trade-off) effects of capabilities.…”