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Learning generatively to facilitate marketing innovation of international joint ventures in emerging markets

Truong Quang Do (Independent Researcher, Ho Chi Minh City, Vietnam)
Nguyen Dinh Tho (International School of Business, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam) (School of Business, Western Sydney University, Sydney, Australia)
Nguyen-Hau Le (Ho Chi Minh City University of Technology, Vietnam National University – Ho Chi Minh City, Ho Chi Minh City, Vietnam)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 26 April 2024

108

Abstract

Purpose

This study aims to investigate a mediation model in which generative learning positively affects marketing innovation and both organizational control and relationship openness mediate the relationship between learning intent and generative learning of international joint ventures (IJVs) in emerging markets. We also decipher the degree of necessity of these factors for generative learning and of generative learning for marketing innovation.

Design/methodology/approach

A sample of 181 marketing managers of IJVs in Vietnam, an emerging market, was surveyed to collect data. Partial least squares structural equation modeling (PLS-SEM) was employed to test the net effect, and necessary condition analysis (NCA) was used to decipher the degree of necessity.

Findings

The PLS-SEM results demonstrate that the effect of learning intent on generative learning is fully mediated by organizational control and relationship openness, which in turn leads to marketing innovation. The NCA findings reveal that all three factors, namely learning intent, organizational control and relationship openness, serve as necessary conditions for generative learning. However, generative learning does not play the role of a necessary condition for marketing innovation.

Practical implications

The study findings suggest that IJVs in emerging markets should pay attention not only to the net effects of those factors but also to their degrees of necessity for generative learning in order to achieve marketing innovation.

Originality/value

The study contributes to the literature by confirming the mediating roles of organizational control and relationship openness in the relationship between learning intent and generative learning. Furthermore, it is among the first to decipher the degrees of necessity of these factors for generative learning and of generative learning for the marketing innovation of IJVs in emerging markets.

Keywords

Acknowledgements

This work was funded by the UEH University and Western Sydney University Joint Research Program (No. A-2020-01).

Citation

Do, T.Q., Tho, N.D. and Le, N.-H. (2024), "Learning generatively to facilitate marketing innovation of international joint ventures in emerging markets", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-02-2023-0171

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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