Ventures face a duality in developing marketing capabilities—ventures may lack the resources and have a limited understanding of the market to develop marketing capabilities, and yet, capabilities can be a key to venture survival. We ask whether marketing capability helps ventures improve their survival odds and whether myopic marketing investments induce necessary adaptiveness to strengthen the effect of marketing capability on venture survival. Resource-constrained ventures may particularly benefit from myopic marketing investments that help re-evaluate and adapt marketing capability. Using a sample of 47,875 ventures in Portugal and a Cox proportional-hazards model, we obtain several results. First, we find that ventures realize a positive survival benefit from marketing capability. Second, myopic marketing investments have a positive moderating effect on the relationship between marketing capability and venture survival odds. Lastly, although the effect sizes of marketing capability and the interaction between marketing myopia and marketing capability are not large, they are robust to a variety of model specifications and robustness checks.

风险企业在开发营销能力方面面临双重性—风险企业可能缺乏资源，并且对市场的了解有限，无法开发营销能力，但是，能力可能是风险企业生存的关键。我们询问营销能力是否有助于企业提高生存几率，以及近视营销投资是否引起必要的适应性，以增强营销能力对企业生存的影响。资源受限的企业可能会特别受益于近视营销投资，这些投资有助于重新评估和调整营销能力。使用葡萄牙47,875家合资企业的样本和Cox比例风险模型，我们获得了一些结果。首先，我们发现企业可以从营销能力中获得积极的生存利益。第二，近视营销投资对营销能力和风险生存几率之间的关系具有积极的调节作用。最后，尽管营销能力的影响大小以及营销近视与营销能力之间的相互作用并不大，但它们对于各种模型规范和鲁棒性检查均具有鲁棒性。