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Rapid changes in technologies and customer preferences are increasing market uncertainty. Hence, despite the benefits of reactive and adaptive marketing in the industrial market, such marketing is sometimes insufficient for suppliers to survive and succeed. This phenomenon is prevalent among the small and medium-sized suppliers (SMSs) who fail to build technological capability. This suggests that SMSs should be entrepreneurial to survive and succeed in today’s environment. Against this backdrop, the purposes of this study are to understand the process by which entrepreneurial marketing of SMSs enhances their technological capability and to explore factors that stimulate SMSs to implement entrepreneurial marketing.

Based on a survey data set on 249 industrial SMSs in South Korea, the authors test the hypotheses formulated in this work using structural equation modeling.

Based on effectuation theory, this study conceptualizes entrepreneurial marketing as a process by contrasting entrepreneurial marketing with reactive and adaptive marketing. The results show that proactive market orientation and subsequent exploratory market behavior enhance technological capability, and proactive market orientation is stimulated by relational satisfaction and perceived technological turbulence.

This study advances effectuation theory in the industrial marketing literature by exploring the value of entrepreneurial marketing in today’s industrial market. Further, this study extends the entrepreneurial marketing literature by conceptualizing and testing the process by which entrepreneurial marketing of SMSs enhances their technological capability.

Effectuation, which articulates the process of entrepreneurial action based on nonpredictive control logic, is receiving extensive scholarly attention. What drives the effectual entrepreneurship is featured with high complexity. However, existing studies ignored the complex driving forces underlying entrepreneurial decision-making. Building on a configurational perspective, the purpose of this study was to examine the combinative effects of environmental uncertainty and entrepreneurs’ means on effectual entrepreneurship.

Drawing on 54 entrepreneurs who are launching new ventures in China, this study adopts a fuzzy-set Qualitative Comparative Analysis (fsQCA) to investigate two sets of antecedent conditions and how they form different combinations for a highly effectual entrepreneurship.

Our findings disclose four highly effectual entrepreneurship paths involving novice–specialist effectual entrepreneurship in a highly uncertain environment, socialite–specialist effectual entrepreneurship in a highly uncertain environment, pure-specialist effectual entrepreneurship and resourceful effectual entrepreneurship, and one path of barefoot noneffectual entrepreneurship in a highly uncertain environment, which reveals the complex nature of environmental uncertainty and entrepreneurs’ means in driving entrepreneurs to adopt effectuation.

Our study makes the following contributions. First, by taking a configurational perspective, we are able to obtain an elaborate view of the combined effects of environmental uncertainty and entrepreneurs’ means on effectual entrepreneurship. Second, we expand prior thinking on the relationship between environmental uncertainty and effectuation. Third, our study offers a more delicate understanding of entrepreneurs’ means in driving effectuation by splitting means into three separate factors.

Trust is an important facilitator of successful B2B relationships. The purpose of this study is to investigate affect-based antecedents of both interpersonal and interorganizational trust, and their impact on the performance of buyer–supplier relationships. The authors ask two research questions: (1) What are affect-based dimensions of interpersonal and interorganizational trust? (2) How do interpersonal and interorganizational trust influence buyers’ operational performance?

The authors use data from an original survey of 156 buyer–supplier relationships between multinational enterprise subsidiaries and local suppliers in the Thai manufacturing sector to develop a structural model in which the authors test the hypotheses.

Consistent with social exchange theory and social psychology, the empirical analysis shows that affect-based dimensions at the individual level, namely, likeability, similarity and frequent social contact, and at the organizational level, namely, supplier firm willingness to customize and institutionalization of cooperation, are important for establishing trust. In addition, interpersonal trust enhances buyers’ operational performance indirectly via interorganizational trust.

Buying and selling firms may develop organizational trust by developing processes that enhance organizational trust. Individuals with purchasing or sales responsibilities may enhance trust in their personal relationship. However, such interpersonal trust needs to be translated to the organizational level to benefit organizational performance.

The findings contribute to the literature on affect-based antecedents and outcomes of trust. Specifically, the authors offer theory and empirical evidence regarding the contribution of salespersons toward affect-based dimensions of trust and its impact on buyer’s operational performance.

This study aims to investigate the relationship between extrinsic rewards and employee creativity through the intervening mechanism of perceived organisational support (POS) and work engagement. The moderating role of intrinsic motivation on the relationship between work engagement and employee creativity is also examined.

The authors report the results of a survey completed by 372 respondents employed in the United Arab Emirates. Structural equation modelling was applied to test the hypothesised relationships.

The main findings are that extrinsic rewards influence employee creativity through POS and work engagement. Moreover, the effect of work engagement on employee creativity is moderated by intrinsic motivation. This model effect is stronger for employees with high intrinsic motivation.

Convenience sampling was used, which limits its generalisability. Also, the data were collected through a cross-sectional survey at one point in time.

Managers should consider provision of extrinsic rewards and support to increase employee motivation and engagement in creative work.

This study contributes to the limited amount of available literature on creativity and rewards adding to our knowledge about the influence of extrinsic rewards on creativity considered in the presence of intrinsic motivation. Theoretical and practical recommendations are discussed.