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Uncertainty avoidance and the exploration-exploitation trade-off

Thijs L.J. Broekhuizen (Department of Innovation Management & Strategy, University of Groningen, Groningen, The Netherlands)
Marco S. Giarratana (IE Business School, Madrid, Spain)
Anna Torres (Department of Economics and Business, Universitat Pompeu Fabra, Barcelona, Spain)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 14 November 2017

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Abstract

Purpose

This study aims to investigate how a firm’s uncertainty avoidance – as indicated by the headquarters’ national culture – impacts firm performance by affecting exploratory (product innovation) and exploitative (brand trademark protection) activities. It aims to show that firms characterized by high levels of uncertainty avoidance may be less competitive in the exploratory product development stage, but may be more competitive in the exploitative commercialization stage by producing more durable brands.

Design/methodology/approach

The study uses data from US Software Security Industry (SSI) trademarks, registered by firms from 11 countries during 1993–2000, that provide 2,911 trademarks and a panel of 18,213 observations. It uses the SSI database to identify the number of product innovations introduced by firms.

Findings

Results show that uncertainty avoidance lowers the rate of product innovation, but helps firms to appropriate more value by greater protection of their brands. Uncertainty avoidance thus creates an exploration–exploitation trade-off.

Practical implications

This study provides useful insights for managers regarding where to locate a firm’s front-end development (product innovation) activities and commercialization (brand trademarking protection) activities.

Originality/value

This is the first study to demonstrate the influence of a cultural trait on both explorative and exploitative stages simultaneously. As a methodological contribution, it shows how objective, longitudinal brand trademark data can be used to analyze the long-term impact of marketing activities on firm performance.

Keywords

Acknowledgements

The authors would like to acknowledge the financial support from the Ministerio de Ciencia y Tecnología (Grants PSI2016-75353-P, PSI2013-41909-P, ECO2009‐09834, ECO2010‐17145 and ECO2012‐35545).

Citation

Broekhuizen, T.L.J., Giarratana, M.S. and Torres, A. (2017), "Uncertainty avoidance and the exploration-exploitation trade-off", European Journal of Marketing, Vol. 51 No. 11/12, pp. 2080-2100. https://doi.org/10.1108/EJM-05-2016-0264

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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