Pub Date : 2023-03-14DOI: 10.1108/imr-10-2021-0319
Nadia Zahoor, M. Christofi, A. Nwoba
PurposeProduct-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their products. Despite scholarly efforts on servitization in domestic markets, the determinants of international product-service innovation remain unclear. Therefore, this study draws insights from dynamic capability (DC) view and aims to examine the international human capital and international product-service innovation relationship. Specifically, the authors argue that the effect of international human capital on international product-service innovation is mediated by international inter-organizational marketing capability (IIMC) and moderated by international market complexity.Design/methodology/approachThe authors test the conceptual model using structural equation modeling on a sample of 211 SMEs operating in United Arab Emirates (UAE) – an emerging market economy.FindingsThe results show that IIMC mediates the relationship between international human capital and international product-service innovation. The authors further found that the indirect relationship between international human capital and international product-service innovation is strengthened when international market complexity increases in magnitude.Originality/valueThis study advances the knowledge on international servitization by examining international human capital and IIMC as the determinants and international market complexity as a moderator. Data collection in the UAE contributes to empirical research on international servitization from emerging markets.
{"title":"International servitization of SMEs in emerging markets: antecedents and boundary conditions","authors":"Nadia Zahoor, M. Christofi, A. Nwoba","doi":"10.1108/imr-10-2021-0319","DOIUrl":"https://doi.org/10.1108/imr-10-2021-0319","url":null,"abstract":"PurposeProduct-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their products. Despite scholarly efforts on servitization in domestic markets, the determinants of international product-service innovation remain unclear. Therefore, this study draws insights from dynamic capability (DC) view and aims to examine the international human capital and international product-service innovation relationship. Specifically, the authors argue that the effect of international human capital on international product-service innovation is mediated by international inter-organizational marketing capability (IIMC) and moderated by international market complexity.Design/methodology/approachThe authors test the conceptual model using structural equation modeling on a sample of 211 SMEs operating in United Arab Emirates (UAE) – an emerging market economy.FindingsThe results show that IIMC mediates the relationship between international human capital and international product-service innovation. The authors further found that the indirect relationship between international human capital and international product-service innovation is strengthened when international market complexity increases in magnitude.Originality/valueThis study advances the knowledge on international servitization by examining international human capital and IIMC as the determinants and international market complexity as a moderator. Data collection in the UAE contributes to empirical research on international servitization from emerging markets.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":5.0,"publicationDate":"2023-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43349038","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-10DOI: 10.1108/imr-10-2021-0303
Huda Khan, A. Arslan, L. Haapanen, Peter Rodgers, S. Tarba
PurposeApplying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in both developed and emerging markets by high-tech firms.Design/methodology/approachThe current paper uses an exploratory qualitative research methodology based on in-depth case studies of three Finnish high-tech firms operating in the medical technology industry globally.FindingsThe findings from the study showed that dynamic capabilities such as sensing and customer engagement along with internal coordination and adaptation capabilities are critical to the success of hybrid market offerings. Moreover, dynamic capabilities were found to be influential in those emerging and advanced international markets where case firms were less familiar with market dynamics. Moreover, the configuration of these capabilities within functional units and coordination of marketing and R&D activities can be effective for creating hybrid offerings in international markets. Ultimately, this was found to be the case even though target market selection for hybrid offerings was influenced by the level of convergence and fragmentation of the market.Originality/valueApplying the configuration theory, this is one of the first studies to specifically analyze the differences in organizational network configuration changes in relation to hybrid market offerings in both developed economies and emerging economies. The findings contribute to hybrid market offering literature by pointing out that not only internal capabilities are important for enacting hybrid offerings, but the roles of ecosystems and knowledge centers are also extremely important to develop hybrid offerings. This paper also highlights the criticality of under-studied dynamic capabilities such as market sensing and customer engagement in the context of hybrid offerings in international markets. This showcases the wider role of ecosystems in enabling technology firms to develop hybrid offerings.
{"title":"Hybrid market offering in the medical technology sector and the role of network configuration: an exploratory assessment in both developed and emerging markets","authors":"Huda Khan, A. Arslan, L. Haapanen, Peter Rodgers, S. Tarba","doi":"10.1108/imr-10-2021-0303","DOIUrl":"https://doi.org/10.1108/imr-10-2021-0303","url":null,"abstract":"PurposeApplying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in both developed and emerging markets by high-tech firms.Design/methodology/approachThe current paper uses an exploratory qualitative research methodology based on in-depth case studies of three Finnish high-tech firms operating in the medical technology industry globally.FindingsThe findings from the study showed that dynamic capabilities such as sensing and customer engagement along with internal coordination and adaptation capabilities are critical to the success of hybrid market offerings. Moreover, dynamic capabilities were found to be influential in those emerging and advanced international markets where case firms were less familiar with market dynamics. Moreover, the configuration of these capabilities within functional units and coordination of marketing and R&D activities can be effective for creating hybrid offerings in international markets. Ultimately, this was found to be the case even though target market selection for hybrid offerings was influenced by the level of convergence and fragmentation of the market.Originality/valueApplying the configuration theory, this is one of the first studies to specifically analyze the differences in organizational network configuration changes in relation to hybrid market offerings in both developed economies and emerging economies. The findings contribute to hybrid market offering literature by pointing out that not only internal capabilities are important for enacting hybrid offerings, but the roles of ecosystems and knowledge centers are also extremely important to develop hybrid offerings. This paper also highlights the criticality of under-studied dynamic capabilities such as market sensing and customer engagement in the context of hybrid offerings in international markets. This showcases the wider role of ecosystems in enabling technology firms to develop hybrid offerings.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":5.0,"publicationDate":"2023-03-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43029754","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-08DOI: 10.1108/imr-12-2021-0387
Pilar Talón-Ballestero, Lydia González-Serrano, M. D. Flecha-Barrio, Alicia Orea-Giner
PurposeThis research aims to answer two major research questions related to the COVID-19 crisis from a longitudinal approach: What is the revenue management (RM) role during the different periods subject to analysis? What are the RM strategies and measures implemented during this crisis in contrast with a non-crisis context? It also aims to propose an RM implementation model that provides a contingency plan to face future crises.Design/methodology/approachThis qualitative study, following a longitudinal approach, analyses three round-table discussions with 11 internationally renowned experts during three key scenarios of the COVID-19 crisis: the lockdown period (from March to June 2020) and the following two summer seasons (the post-lockdown period): Post-lockdown I (the summer campaign, 2020) and Post-lockdown II (the summer campaign, 2021). Based on a deductive approach, thematic analysis is conducted using NVivo.FindingsFurther professionalisation of revenue managers, which has enabled the correct application of strategies and measures, highlighting the importance of not lowering prices, the flexibility of booking conditions, the development of other sources of income and the increase in the value of services, amongst others, are key factors in managing this crisis. The longitudinal analysis carried out in three different periods of this crisis shows how these measures have evolved and the contrast with RM application in a non-crisis context. The revenue manager's leadership and proactivity, the holistic organisation of RM marketing, commercial and sales departments and the quick adaptation of RM systems (RMSs) by modifying their algorithms are essential to reducing the impact of COVID-19 on the hospitality industry. This crisis has led the industry to rethink processes and strategies and to increase digitalisation. The proposed model, which considers the various RM strategies and measures implemented during COVID-19 in contrast to a non-crisis context, is the cornerstone for developing a graded contingency plan to face future crises. This research sheds light on the widely discussed role of RM during this crisis.Research limitations/implicationsThis study has various limitations. First, the three round-table discussions were held online due to the health crisis, and the chosen webinar format may have biased the participants' answers due to its public nature. Second, the survey was carried out in Spanish. Despite the strong international profiles of the participants, cultural distortion may appear, suggesting that the research should possibly be extended to other cultural contexts in the future. Third, some of the participants were unable to attend all the round-table discussions due to their professional duties, so people with similar profiles were invited to the rest of the sessions.Practical implicationsThe revenue manager's leadership and proactivity, the holistic organisation of RM marketing, commercial and sales departments and the quick
{"title":"A longitudinal analysis of revenue management strategies and measures implemented in the hospitality industry during the COVID-19 crisis","authors":"Pilar Talón-Ballestero, Lydia González-Serrano, M. D. Flecha-Barrio, Alicia Orea-Giner","doi":"10.1108/imr-12-2021-0387","DOIUrl":"https://doi.org/10.1108/imr-12-2021-0387","url":null,"abstract":"PurposeThis research aims to answer two major research questions related to the COVID-19 crisis from a longitudinal approach: What is the revenue management (RM) role during the different periods subject to analysis? What are the RM strategies and measures implemented during this crisis in contrast with a non-crisis context? It also aims to propose an RM implementation model that provides a contingency plan to face future crises.Design/methodology/approachThis qualitative study, following a longitudinal approach, analyses three round-table discussions with 11 internationally renowned experts during three key scenarios of the COVID-19 crisis: the lockdown period (from March to June 2020) and the following two summer seasons (the post-lockdown period): Post-lockdown I (the summer campaign, 2020) and Post-lockdown II (the summer campaign, 2021). Based on a deductive approach, thematic analysis is conducted using NVivo.FindingsFurther professionalisation of revenue managers, which has enabled the correct application of strategies and measures, highlighting the importance of not lowering prices, the flexibility of booking conditions, the development of other sources of income and the increase in the value of services, amongst others, are key factors in managing this crisis. The longitudinal analysis carried out in three different periods of this crisis shows how these measures have evolved and the contrast with RM application in a non-crisis context. The revenue manager's leadership and proactivity, the holistic organisation of RM marketing, commercial and sales departments and the quick adaptation of RM systems (RMSs) by modifying their algorithms are essential to reducing the impact of COVID-19 on the hospitality industry. This crisis has led the industry to rethink processes and strategies and to increase digitalisation. The proposed model, which considers the various RM strategies and measures implemented during COVID-19 in contrast to a non-crisis context, is the cornerstone for developing a graded contingency plan to face future crises. This research sheds light on the widely discussed role of RM during this crisis.Research limitations/implicationsThis study has various limitations. First, the three round-table discussions were held online due to the health crisis, and the chosen webinar format may have biased the participants' answers due to its public nature. Second, the survey was carried out in Spanish. Despite the strong international profiles of the participants, cultural distortion may appear, suggesting that the research should possibly be extended to other cultural contexts in the future. Third, some of the participants were unable to attend all the round-table discussions due to their professional duties, so people with similar profiles were invited to the rest of the sessions.Practical implicationsThe revenue manager's leadership and proactivity, the holistic organisation of RM marketing, commercial and sales departments and the quick","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":5.0,"publicationDate":"2023-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46277312","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-28DOI: 10.1108/imr-12-2021-0366
D. Magni, Armando Papa, V. Scuotto, M. Del Giudice
PurposeA paucity of studies has used a microfoundation lens to examine servitization processes in internationalized knowledge-intensive business service (KIBS) companies. The research aims to bridge this gap by considering knowledge sharing as a form of both codified knowledge and informal feedback knowledge; it also assesses whether the adoption of knowledge transfer and translation practices in a servitization process positively moderates the effect of knowledge transformation on knowledge sharing for internationalized KIBS companies.Design/methodology/approachBy adopting a microfoundation lens, the research offers an empirical analysis to identify the relations between codified and tacit knowledge in servitization processes within internationalized KIBS companies. The study is based on 326 respondents from 30 KIBS companies. A multiple regression analysis was used for hypotheses testing.FindingsThe authors found significant relations among the use of electronic documents in the servitization process (formal codified knowledge), personal advice in servitization (informal feedback knowledge) and knowledge sharing in internationalized KIBS companies. Findings also support the indirect effect assumed in the hypothesis between knowledge transformation and knowledge sharing in internationalized KIBS companies, which is positively moderated by the adoption of cross-cultural knowledge practices in the servitization process.Originality/valueTo the best of the authors’ knowledge, this research provides the first conceptual model of the use of a microfoundation lens to examine knowledge sharing in internationalized KIBS companies. The micro level features individual knowledge sharing in the servitization process, while the meso level focuses on knowledge transformation in KIBS companies and the adoption of knowledge transfer and translation practices in the servitization process.
{"title":"Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective","authors":"D. Magni, Armando Papa, V. Scuotto, M. Del Giudice","doi":"10.1108/imr-12-2021-0366","DOIUrl":"https://doi.org/10.1108/imr-12-2021-0366","url":null,"abstract":"PurposeA paucity of studies has used a microfoundation lens to examine servitization processes in internationalized knowledge-intensive business service (KIBS) companies. The research aims to bridge this gap by considering knowledge sharing as a form of both codified knowledge and informal feedback knowledge; it also assesses whether the adoption of knowledge transfer and translation practices in a servitization process positively moderates the effect of knowledge transformation on knowledge sharing for internationalized KIBS companies.Design/methodology/approachBy adopting a microfoundation lens, the research offers an empirical analysis to identify the relations between codified and tacit knowledge in servitization processes within internationalized KIBS companies. The study is based on 326 respondents from 30 KIBS companies. A multiple regression analysis was used for hypotheses testing.FindingsThe authors found significant relations among the use of electronic documents in the servitization process (formal codified knowledge), personal advice in servitization (informal feedback knowledge) and knowledge sharing in internationalized KIBS companies. Findings also support the indirect effect assumed in the hypothesis between knowledge transformation and knowledge sharing in internationalized KIBS companies, which is positively moderated by the adoption of cross-cultural knowledge practices in the servitization process.Originality/valueTo the best of the authors’ knowledge, this research provides the first conceptual model of the use of a microfoundation lens to examine knowledge sharing in internationalized KIBS companies. The micro level features individual knowledge sharing in the servitization process, while the meso level focuses on knowledge transformation in KIBS companies and the adoption of knowledge transfer and translation practices in the servitization process.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":5.0,"publicationDate":"2023-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48079053","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-14DOI: 10.1108/imr-12-2021-0362
Wasim Ahmad, E. Battisti, Naeem Akhtar, M. Ahmad, R. Rehman
PurposeThis study develops a conceptual framework to examine (1) whether global retailers' CSR actions in the form of in-kind charitable contribution affect consumers' attribution of CSR to intrinsic motives, (2) whether consumers' attribution of CSR to intrinsic motives affects brand-self connection and (3) whether the cultural factors of self-transcendence and conservation moderate the relationship between consumers' attribution of CSR to intrinsic motives and brand-self connection.Design/methodology/approachData are collected from two culturally diverse countries, the US and China, each of which managed the pandemic in different ways. Before hypothesis testing, the invariance of measures is established. To measure differences between the groups, a multi-group analysis is conducted.FindingsGlobal retailers' in-kind charitable contribution is a significant drivers of consumers' attribution of CSR to intrinsic motives, and attribution of CSR to intrinsic motives has a positive effect on consumer brand-self connection. Both of the cultural values, self-transcendence and conservation, moderate the relationship between attribution of CSR to intrinsic motives and brand-self connection. Self-transcendence is a strong moderator in China, whereas conservation moderates strongly in the US. All of the relationships differ significantly between the groups (US versus China).Originality/valueTo the best of our knowledge, this is the first study to investigate empirically the role of in-kind charitable contribution in creating an attribution of CSR to intrinsic motives that eventually leads to strong brand-self connection in the COVID-19 context. The study provides novel insights into how consumer behavior differs across two significantly different cultures with regard to COVID-19-related CSR. The findings help international marketers manage uncertainties and crisis and to design their CSR-based marketing programs and develop positioning strategies across cultures.
{"title":"Global retailers' CSR initiatives during COVID-19 crisis: a cross-cultural examination","authors":"Wasim Ahmad, E. Battisti, Naeem Akhtar, M. Ahmad, R. Rehman","doi":"10.1108/imr-12-2021-0362","DOIUrl":"https://doi.org/10.1108/imr-12-2021-0362","url":null,"abstract":"PurposeThis study develops a conceptual framework to examine (1) whether global retailers' CSR actions in the form of in-kind charitable contribution affect consumers' attribution of CSR to intrinsic motives, (2) whether consumers' attribution of CSR to intrinsic motives affects brand-self connection and (3) whether the cultural factors of self-transcendence and conservation moderate the relationship between consumers' attribution of CSR to intrinsic motives and brand-self connection.Design/methodology/approachData are collected from two culturally diverse countries, the US and China, each of which managed the pandemic in different ways. Before hypothesis testing, the invariance of measures is established. To measure differences between the groups, a multi-group analysis is conducted.FindingsGlobal retailers' in-kind charitable contribution is a significant drivers of consumers' attribution of CSR to intrinsic motives, and attribution of CSR to intrinsic motives has a positive effect on consumer brand-self connection. Both of the cultural values, self-transcendence and conservation, moderate the relationship between attribution of CSR to intrinsic motives and brand-self connection. Self-transcendence is a strong moderator in China, whereas conservation moderates strongly in the US. All of the relationships differ significantly between the groups (US versus China).Originality/valueTo the best of our knowledge, this is the first study to investigate empirically the role of in-kind charitable contribution in creating an attribution of CSR to intrinsic motives that eventually leads to strong brand-self connection in the COVID-19 context. The study provides novel insights into how consumer behavior differs across two significantly different cultures with regard to COVID-19-related CSR. The findings help international marketers manage uncertainties and crisis and to design their CSR-based marketing programs and develop positioning strategies across cultures.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":5.0,"publicationDate":"2023-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42847362","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-24DOI: 10.1108/imr-12-2021-0357
Sylvio Leal Barbosa, S. Rezende, Ângela Versiani, K. Galdino
PurposeThe purpose of this paper is to analyze how the internationalizing firm accumulates knowledge from different domains throughout time, during entry and post-entry moves in a foreign market. This paper focuses on market, institutional, internationalization and technological knowledge.Design/methodology/approachThe paper uses a comparative case study method, relying on three longitudinal cases of multinational firms' (MNEs) internationalization processes, particularly concerning MNEs' entry and post-entry moves in one foreign market (Brazil).FindingsThroughout the internationalization processes, the internationalizing firms unevenly developed experiential knowledge within Brazil. As a result, the market, internationalization, institutional and technological knowledge followed different accumulation patterns, distinguished based on precedence, simultaneity and speed. More specifically, (1) the market and institutional knowledge trajectories evolved simultaneously; (2) the market knowledge trajectory preceded that of technological knowledge and (3) the accumulation of internationalization knowledge happened faster than that of the market, institutional and technological knowledge.Originality/valueThis paper shows how knowledge accumulation in internationalization processes varies throughout time and according to the type of knowledge involved. While most of the literature relies on cross-sectional studies that discount the changing nature of knowledge, this paper shows that the internationalizing firm accumulates market, internationalization, institutional and technological knowledge following three temporal dimensions: precedence, simultaneity and speed.
{"title":"Knowledge trajectories in the internationalization of the firm","authors":"Sylvio Leal Barbosa, S. Rezende, Ângela Versiani, K. Galdino","doi":"10.1108/imr-12-2021-0357","DOIUrl":"https://doi.org/10.1108/imr-12-2021-0357","url":null,"abstract":"PurposeThe purpose of this paper is to analyze how the internationalizing firm accumulates knowledge from different domains throughout time, during entry and post-entry moves in a foreign market. This paper focuses on market, institutional, internationalization and technological knowledge.Design/methodology/approachThe paper uses a comparative case study method, relying on three longitudinal cases of multinational firms' (MNEs) internationalization processes, particularly concerning MNEs' entry and post-entry moves in one foreign market (Brazil).FindingsThroughout the internationalization processes, the internationalizing firms unevenly developed experiential knowledge within Brazil. As a result, the market, internationalization, institutional and technological knowledge followed different accumulation patterns, distinguished based on precedence, simultaneity and speed. More specifically, (1) the market and institutional knowledge trajectories evolved simultaneously; (2) the market knowledge trajectory preceded that of technological knowledge and (3) the accumulation of internationalization knowledge happened faster than that of the market, institutional and technological knowledge.Originality/valueThis paper shows how knowledge accumulation in internationalization processes varies throughout time and according to the type of knowledge involved. While most of the literature relies on cross-sectional studies that discount the changing nature of knowledge, this paper shows that the internationalizing firm accumulates market, internationalization, institutional and technological knowledge following three temporal dimensions: precedence, simultaneity and speed.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":5.0,"publicationDate":"2023-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49179634","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-17DOI: 10.1108/imr-11-2021-0325
Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, V. Pereira, K. Sharma, H. Rammal, E. Arrigo
PurposeThis study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.Design/methodology/approachA research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.FindingsFindings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.Practical implicationsBesides theoretical contributions, this study presents valuable insights to manage service networks during servitization.Originality/valueFirst, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.
{"title":"Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation","authors":"Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, V. Pereira, K. Sharma, H. Rammal, E. Arrigo","doi":"10.1108/imr-11-2021-0325","DOIUrl":"https://doi.org/10.1108/imr-11-2021-0325","url":null,"abstract":"PurposeThis study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.Design/methodology/approachA research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.FindingsFindings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.Practical implicationsBesides theoretical contributions, this study presents valuable insights to manage service networks during servitization.Originality/valueFirst, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":5.0,"publicationDate":"2023-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44317571","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-16DOI: 10.1108/imr-10-2021-0316
Aoran Hong, Xia Li, Yonggui Wang, Mengting Shi
PurposeExport manufacturing firms from emerging markets can better meet customer needs by providing customization, which leads to competitive advantages. Although both practice and academic research have deeply discussed customization, the question of whether customization promotes export manufacturing firms' product innovation in the global B2B market is largely unexplored. The purpose of this paper is to address this issue.Design/methodology/approachThis paper collects survey data from 2,248 export manufacturing firms in China and uses hierarchical moderated regression to explore the relationship between customization and product innovation in the global B2B market and their boundary conditions.FindingsThis research shows that customization positively affects export manufacturing firms' product innovation in the context of the global B2B market, and it shows that internal governance structure (contract governance and relationship governance) and external governance structure (legal enforceability) can be used as boundary conditions that affect the relationship. Specifically, contract governance has an inverted U-shaped moderating effect on the relationship between customization and product innovation; moreover, relationship governance and legal enforceability can strengthen the positive relationship between customization and product innovation.Originality/valueThe study explores the relationship between customization and product innovation in the global B2B market and examines the moderating effect of internal and external governance structures. In addition, the study enriches the research related to customization and product innovation in the context of the global B2B market and provides essential practical insight into the survival of export manufacturing firms from emerging markets.
{"title":"Can customization promote product innovation in the global B2B market? Evidence from export manufacturing firms from emerging markets","authors":"Aoran Hong, Xia Li, Yonggui Wang, Mengting Shi","doi":"10.1108/imr-10-2021-0316","DOIUrl":"https://doi.org/10.1108/imr-10-2021-0316","url":null,"abstract":"PurposeExport manufacturing firms from emerging markets can better meet customer needs by providing customization, which leads to competitive advantages. Although both practice and academic research have deeply discussed customization, the question of whether customization promotes export manufacturing firms' product innovation in the global B2B market is largely unexplored. The purpose of this paper is to address this issue.Design/methodology/approachThis paper collects survey data from 2,248 export manufacturing firms in China and uses hierarchical moderated regression to explore the relationship between customization and product innovation in the global B2B market and their boundary conditions.FindingsThis research shows that customization positively affects export manufacturing firms' product innovation in the context of the global B2B market, and it shows that internal governance structure (contract governance and relationship governance) and external governance structure (legal enforceability) can be used as boundary conditions that affect the relationship. Specifically, contract governance has an inverted U-shaped moderating effect on the relationship between customization and product innovation; moreover, relationship governance and legal enforceability can strengthen the positive relationship between customization and product innovation.Originality/valueThe study explores the relationship between customization and product innovation in the global B2B market and examines the moderating effect of internal and external governance structures. In addition, the study enriches the research related to customization and product innovation in the context of the global B2B market and provides essential practical insight into the survival of export manufacturing firms from emerging markets.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":5.0,"publicationDate":"2023-01-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46977948","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-03DOI: 10.1108/imr-03-2022-0059
R. Berger, B. Barnes, L. Lee, Matti Rachamim
PurposeThe study aims to test a measurement scale to examine social business networks (Wasta) surrounding Arab Christians and Arab Muslims.Design/methodology/approachA 31-item scale was used to capture Wasta, consisting of the following: Mojamala (emotional), Hamola (conative) and Somah (cognitive) tri-components. A total of 149 Christian Arab and 304 Muslim Arab respondents were sampled and multi-group structural equation modeling was used to confirm the concept and test several hypotheses.FindingsThe findings from the study reveal that in order for success to occur within the Arab context, a sequential process of first developing Mojamala is necessary, before Hamola can prevail. Christian Arabs are motivated to integrate with society and form relationships via generalized trust. Muslim Arabs meanwhile tend to retain their distinct culture, using social networks to forge particularized trust. Shariah principles may also play a significant role in explaining why satisfaction was not found to be a necessary condition for Arab Muslims in driving relationship performance.Research limitations/implicationsThe study suggests that the 370 million Arab population may not be totally cohesive and should be refrained from being grouped together. In-group identification is a major contributor in explaining why business models are different between Arab Muslims and Arab Christians. The findings further support that Muslim Arab business models are based on tribalism or sheikocracy, whilst Christian Arab business models are based on legalistic frameworks and integration.Practical implicationsThe study supports prior research associated with Muslim Arab business models based on tribalism or sheikocracy (Ali, 1995). The findings suggest that Arab Muslim business models focus on particularized trust as opposed to generalized trust that is common in Arab Christian business models and in most western countries. The study demonstrates that Mojamala (the emotional construct), Hamola (empathy) and Somah (particularized trust) are useful constructs for building Wasta and they serve a core element for Arab Muslim business models. Mojamala and Somah both directly affect satisfaction. Somah and satisfaction have a direct influence on performance.Originality/valueThe findings provide evidence to support institutional theory. Also from a stakeholder theory perspective, viewing companies, not only through an economic lens, but also building social institutions, can lead to a better understanding of business models drawing on diverse cultures and faiths. The study may therefore serve as a useful reference for academics and practitioners as they grapple to enhance satisfaction and leverage performance advantages within this context.
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