عنوان انگلیسی مقاله:

When marketing and innovation interact: The case of born global firms

ترجمه عنوان مقاله: هنگامی که بازاریابی و نوآوری با هم تعامل دارند: مطالعه موردی یکی شرکت های جهانی

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 11 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Previous research on born-global firms (BGs) has emphasized their strong dependency on establishing a competitive positioning from the early days of their existence. While many researchers emphasized BGs’ innovativeness as a driver of their competitiveness, the capabilities underlying BGs’ innovativeness are still under-researched, specifically, marketing, and innovation-related capabilities. Based on a preliminary stage of in-depth interviews with senior managers, we identified three capabilities, market intelligence generation, marketing adaptability, and team cohesion, that underscore the interactionbetween innovation and marketing. We then performed a SEM analysis based on data collected from 127 BGs. Our
findings indicate that marketing intelligence and team cohesion directly and positively impact BGs’ innovativeness. Marketing adaptability was found to be moderated by environmental conditions economic development and technological development. When economic development is high, salesforce adaptability enhances BGs’ innovativeness, while product adaptability or communication adaptability decreases BGs’ innovativeness. When technological development is high, product adaptability enhances BGs’ innovativeness, while salesforce adaptability decreases BGs’ innovativeness.

Keywords: Marketing adaptability,Market intelligence generation, Team cohesion, Innovativeness, Born global

مقدمه انگلیسی مقاله

Globalization has grown significantly since the mid-twentieth century, leading to the growing interconnectedness of markets. These changes have resulted in intensified competition leading firms in general and small and medium-sized enterprises (SMEs) in particular to devote more attention to their competitiveness (Carvalho & Costa, 2014) as means of achieving international success (Sok & O’Cass, 2011).

The role of innovativeness as a facilitator of firms’ competitiveness (Augusto & Coelho, 2009; Dibrell, Craig, & Neubaum, 2014), as well as of performance (Gebauer, Gustafsson, & Witell, 2011; Hult, Hurley, & Knight, 2004; Rhee, Park & Lee, 2010; Rubera and Kirca, 2012), has long been established. In line with the growing recognition of the role of innovativeness in firms’ success, substantial research attention has been given to the drivers of innovativeness in various types of industries, economies and firms (Hult et al., 2004; Kyrgidou & Spyropoulou, 2013; Radas & Božic, 2009; Rhee et al., 2010).

When it comes to smaller firms, however, most research has focused on SMEs in general, neglecting to acknowledge a growing subcategory of SMEs known as born-global firms (BGs), which include small, niche-targeted, technology-oriented firms. BGs are considered entrepreneurial by nature and international by orientation. It is reported that in industrial countries they are responsible for a large portion of export growth (Cavusgil & Knight, 2015).

Due to the central role of innovativeness in the international arena in general (Dai, Maksimov, Gilbert, & Fernhaber, 2014) and in BGs’ formation in particular (Knight & Cavusgil, 2004), the gap in research regarding the antecedents of innovativeness for BGs calls for further investigation (Cannone & Ughetto, 2014; Kim, Basu, Naidu, & Cavusgil, 2011; Knight & Cavusgil, 2004).

Innovativeness in general has been defined as “a firm’s openness to new ideas and new ways of meeting customers’ needs” (Kim et al., 2011, p. 881). Innovativeness has been noted as crucial to the survival of BGs, either from the organizational culture perspective (Freeman & Cavusgil, 2007; Knight & Cavusgil, 2004; Knight, Madsen, & Servais, 2004), or in terms of the end product or solution (Kim et al., 2011; Kocak & Abimbola, 2009;Weerawardena, Mort, Liesch, & Knight, 2007).

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