Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market

IF 4.8 3区管理学 Q1 BUSINESS International Marketing Review Pub Date : 2024-06-17 DOI:10.1108/imr-04-2022-0103

Erasmia Leonidou, Enrico Battisti, Muhammad Ishfaq Ahmad, Raffaele Campo

{"title":"Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market","authors":"Erasmia Leonidou, Enrico Battisti, Muhammad Ishfaq Ahmad, Raffaele Campo","doi":"10.1108/imr-04-2022-0103","DOIUrl":null,"url":null,"abstract":"PurposeThe purpose of this study is to identify the financial and non-financial factors contributing to the success of hybrid offerings among Pakistani multinational enterprises (MNEs).Design/methodology/approachTo capture the complexity and interdependence of success factors, this study employed fuzzy-set qualitative comparative analysis (fsQCA). Data were collected from 213 chief executive officers (CEOs) of Pakistani MNEs.FindingsThe findings indicate that organizational support for service plays a vital role in hybrid offerings. Specific paths, such as a service-oriented corporate culture and management commitment to service, are necessary conditions for successful hybrid offerings.Originality/valueThe study sheds new light on the causal relationship underlying hybrid offerings in Pakistan, one of the Next Eleven countries, which is among the fastest-developing economies. We identified various paths to the financial and non-financial success of hybrid offerings within the Pakistani manufacturing MNE sector, which, to the best of our knowledge, has been underexplored. Additionally, we considered the digitalization dimension, which integrates and strengthens previous configurational models.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":4.8000,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Marketing Review","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/imr-04-2022-0103","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

PurposeThe purpose of this study is to identify the financial and non-financial factors contributing to the success of hybrid offerings among Pakistani multinational enterprises (MNEs).Design/methodology/approachTo capture the complexity and interdependence of success factors, this study employed fuzzy-set qualitative comparative analysis (fsQCA). Data were collected from 213 chief executive officers (CEOs) of Pakistani MNEs.FindingsThe findings indicate that organizational support for service plays a vital role in hybrid offerings. Specific paths, such as a service-oriented corporate culture and management commitment to service, are necessary conditions for successful hybrid offerings.Originality/valueThe study sheds new light on the causal relationship underlying hybrid offerings in Pakistan, one of the Next Eleven countries, which is among the fastest-developing economies. We identified various paths to the financial and non-financial success of hybrid offerings within the Pakistani manufacturing MNE sector, which, to the best of our knowledge, has been underexplored. Additionally, we considered the digitalization dimension, which integrates and strengthens previous configurational models.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

混合产品成功的财务和非财务因素：来自新兴市场跨国企业的证据

为了把握成功因素的复杂性和相互依赖性，本研究采用了模糊集定性比较分析法（fsQCA）。研究结果表明，组织对服务的支持在混合产品中发挥着至关重要的作用。以服务为导向的企业文化和管理层对服务的承诺等具体途径是混合产品成功的必要条件。原创性/价值这项研究为巴基斯坦混合产品的因果关系提供了新的视角，巴基斯坦是 "未来十一国 "之一，也是发展最快的经济体之一。我们确定了巴基斯坦制造业跨国企业在财务和非财务方面取得混合产品成功的各种途径，据我们所知，对这一领域的研究还不够深入。此外，我们还考虑了数字化维度，该维度整合并加强了之前的配置模型。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.