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Article
Publication date: 9 October 2017

Maja Arslanagic-Kalajdzic, Bernardo Balboni, Selma Kadic-Maglajlic and Guido Bortoluzzi

By applying the logic of the resource-based view and process-based internationalisation theory, this study aims to provide a better understanding of the effects of product…

Abstract

Purpose

By applying the logic of the resource-based view and process-based internationalisation theory, this study aims to provide a better understanding of the effects of product innovation capability on the export scope of firms based in developing countries and the role of export experience as a facilitating mechanism.

Design/methodology/approach

Using survey data obtained from three developing countries, two main research hypotheses were empirically tested: a quadratic relationship exists between product innovation capability and export scope and export experience has a moderating effect in this relationship.

Findings

Product innovation capability and export scope have a U-shaped relationship, and export experience exerts a moderating effect. The greater the export experience is, the more the relationship between product innovation and export scope changes, taking on a more inverted U-shaped form.

Practical implications

Firms based in developing countries need to catch-up on innovation capabilities before being able to succeed in international markets. Managers must be aware that initial investments in product innovation could not pay off immediately and that significant additional efforts might be needed to obtain noteworthy results in terms of international expansion.

Originality/value

This study is among the first to focus on the curvilinear relationship between product innovation capability and export scope for firms based in developing countries while accounting for the moderating role of firms’ export experience.

Details

European Business Review, vol. 29 no. 6
Type: Research Article
ISSN: 0955-534X

Keywords

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Article
Publication date: 9 April 2018

Guido Bortoluzzi, Selma Kadic-Maglajlic, Maja Arslanagic-Kalajdzic and Bernardo Balboni

The purpose of this paper is to examine the curvilinear effects of firm innovativeness (i.e. product, organisational and marketing innovation) on international expansion…

Abstract

Purpose

The purpose of this paper is to examine the curvilinear effects of firm innovativeness (i.e. product, organisational and marketing innovation) on international expansion as well as the effect of expansion on performance in the developing countries (DCs) setting.

Design/methodology/approach

Research hypotheses are tested using survey data obtained from firms located in four South-East European DCs. Covariance-based structural equation modelling is used to test the proposed conceptual framework.

Findings

Empirical findings support the hypothesised U-shaped relationship between product innovation and organisational innovation and the level of international expansion of firms in developing markets. The authors found an inverse U-shaped relationship between marketing innovation and the level of international expansion. Furthermore, the existence of a strong positive link between the level of international expansion and firm performance is also confirmed.

Research limitations/implications

While this research utilises a sample of firms from a homogenous group of DCs, further research could use a more heterogeneous sample and thus control the model for various contingency effects (e.g. environment turbulence, market structure and competitive dynamics).

Practical implications

When it comes to product and organisational innovation, international expansion is achieved only with a higher level of innovativeness. On the contrary, beyond a certain level, further investments in marketing innovation do not have additional positive effects on international expansion.

Originality/value

This study is one of the first that explicitly focuses on examining the non-linear effects of innovativeness on international expansion in the DC context.

Details

International Marketing Review, vol. 35 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 11 May 2010

Veronica Gabrielli and Bernardo Balboni

The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small‐ and…

Abstract

Purpose

The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small‐ and medium‐sized enterprises (SMEs).

Design/methodology/approach

The paper follows a quantitative approach, using the questionnaire technique. Questionnaire items emerged from a literature review and a qualitative step (in‐depth interviews). The questionnaire was submitted to a sample of 210 manufacturing firms. Factor and cluster analysis were performed in order to give a descriptive overview of different communication behavioral profiles within SMEs.

Findings

The sample shows evidence of a certain ability in marketing communication management on the part of SMEs. A group of virtuous firms able to employ a great variety of communication tools, to define in‐depth and consistent messages and to declare ambitious and long‐term goals appears. However, these firms do not adequately manage the internal organizational process aimed at marketing communication planning. As well as these virtuous firms, a large group of firms which show more gaps including in their range of activities, message, and goal definition, still exists. Structural characteristics are useful but not exhaustive in order to understand the existence of such a distance between SMEs active in communications and those with greater communication gaps. Besides, structural characteristics, internal dynamism proves to be one of the most important motivating factors in marketing communications.

Research limitations/implications

Although this paper is restricted to a small sample, it constitutes a significant starting point in attaching importance to marketing communications within SMEs.

Practical implications

From this paper, practitioners may understand where intervention guidelines are needed in order to improve a marketing communications plan for a small or medium enterprise.

Originality/value

Owing to the focus of previous research on large company practices, this paper represents an original trial to empirically apply the IMC approach only within SMEs.

Details

Marketing Intelligence & Planning, vol. 28 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Book part
Publication date: 20 July 2016

Bernardo Balboni, Ulpiana Kocollari and Ivana Pais

Crowdfunding (CF) has been recognized by media narrations as a disruptive approach to funding social entrepreneurship, although there is a lack of evidence in academic…

Abstract

Crowdfunding (CF) has been recognized by media narrations as a disruptive approach to funding social entrepreneurship, although there is a lack of evidence in academic literature about factors capable of supporting social entrepreneurs in developing a successful CF campaign. This chapter aims to improve both academic knowledge and CF practice in those areas that can effectively support social entrepreneurs in managing their campaigns. An empirical analysis of 250 CF campaigns launched by Italian social enterprises was conducted. We focused on three main issues in terms of their effect on the overall level of funding achieved: the social enterprise’s network, the choice of CF platform, and CF campaign design. Our results demonstrate that the social enterprise’s presence on Twitter, the choice of a specific reward-based platform, and active management of the CF campaign have a significant impact on the achievement of the funding goal.

Details

International Perspectives on Crowdfunding
Type: Book
ISBN: 978-1-78560-315-0

Keywords

Content available
Article
Publication date: 11 May 2010

Gill Wright

Abstract

Details

Marketing Intelligence & Planning, vol. 28 no. 3
Type: Research Article
ISSN: 0263-4503

Content available
Book part
Publication date: 20 July 2016

Abstract

Details

International Perspectives on Crowdfunding
Type: Book
ISBN: 978-1-78560-315-0

Content available
Book part
Publication date: 20 July 2016

Abstract

Details

International Perspectives on Crowdfunding
Type: Book
ISBN: 978-1-78560-315-0

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