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Article
Publication date: 25 October 2018

Henry F.L. Chung

Research focusing on the relation between market orientation and innovation in the Asian emerging economy is limited. The purpose of this study is to advance the extant literature…

Abstract

Purpose

Research focusing on the relation between market orientation and innovation in the Asian emerging economy is limited. The purpose of this study is to advance the extant literature by investigating the relations among market orientation, guanxi networking and innovation using the MARKOR scale.

Design/methodology/approach

The research conclusion is drawn based on the experience of 122 Asian emerging market firms operating in a wide variety of industrial sectors. This study explores whether the three MARKOR components (intelligence generation, dissemination and responsiveness) and their interaction with business and political guanxi have a significant effect on firms’ strategic innovation success. Innovation is measured following the practice of the OECD. In addition to the quantitative analyses, this study conducted qualitative interviews with executives of eight respondent firms, to further consolidate the subjects under investigation. The integration of both qualitative and quantitative data enriches the conclusions drawn from the study.

Findings

The findings of this study confirm that, when operating in an Asian emerging economy, both intelligence generation and responsiveness have a positive and direct impact on innovation. Though intelligence dissemination has no direct influence on innovation, its alignment with business and political guanxi still leads to a positive effect on innovation. The coalition of responsiveness and political guanxi, however, has a negative influence on innovation. The results of this study add new insights to the extant literature and provide implications for future research and marketing practices in Asian emerging economies.

Originality/value

The findings of this study confirm that, when operating in an Asian emerging economy, both intelligence generation and responsiveness have a positive and direct impact on innovation. Though intelligence dissemination has no direct influence on innovation, its alignment with business and political guanxi still leads to a positive effect on innovation. The coalition of responsiveness and political guanxi, however, has a negative influence on innovation. The results add new insights to the extant literature and provide implications for future research and marketing practices in Asian emerging economies.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 9 July 2021

Henry F.L. Chung and Mia Hsiao-Wen Ho

This study aims to examine the effects of international competitive strategies, i.e. cost leadership and differentiation, on export (market share and strategic) performance. This…

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Abstract

Purpose

This study aims to examine the effects of international competitive strategies, i.e. cost leadership and differentiation, on export (market share and strategic) performance. This study further explores the roles of exploitative and exploratory organizational learning in the relationships between international competitive strategies and export performances. To fill research gaps, this study intends to provide guidance on how varied exploitative/exploratory organizational learning and cost leadership/differentiation strategy combinations would affect export performance. The outcomes of this study provide a new match and mis-match conceptualization to extant international competitive strategy and organizational learning literature.

Design/methodology/approach

This study selected New Zealand (NZ) exporting as the research setting because exporting plays such a vital role in NZ’s economy and NZ exporting firms have long been highly competitive in international markets (e.g. meat and dairy exporters), with the primary data collected through surveys conducted in 2010 and 2013. This study adopted a three-year lagged performance approach.

Findings

Cost leadership strategy has a positive effect on market share performance. This effect is enhanced by exploitative learning but dampened by exploratory learning. Cost leadership also has a positive effect on strategic performance, which is not affected by exploitative and exploratory learning. Differentiation strategy bears no relation to market share and strategic performance, even allowing for exploitative and exploratory learning. Collectively, the contingent role of organizational learning in the international competitive strategies and export performance framework is far more comprehensive than was expected.

Research limitations/implications

This study reveals that a match between cost leadership strategy and exploitative learning may result in a superior market share. The configuration of differentiation strategy and exploitative learning and the integration of cost leadership strategy and exploratory learning are suggested as mis-matches, as these combinations would not lead to any significant and positive market share and strategic performance. Unexpectedly, the co-alliance of differentiation strategy and explorative learning is not suggested as a match, as it does not result in a superior market share and strategic performance. This latter outcome suggests that the differentiation strategy-export performance link may be stimulated by other moderating factors (e.g. business managerial ties).

Practical implications

While choosing an appropriate international competitive strategy, managers may use cost leadership over differentiation strategy to achieve successful export performance in both the market share and strategic perspectives. Export managers focusing on cost leadership strategy may further implement exploitative learning instead of explorative learning, when market share is vital. Meanwhile, they may note that explorative learning may not have a moderating effect on enhancing strategic performance through cost leadership. These points signify that exploitation of existing knowledge may be more effective than exploration of new knowledge for market share expansion when cost leadership strategy is devoted to exporting activities. Differentiation strategy, however, does not influence market share and strategic performance in exporting, even with an alignment of exploitative/exploratory learning. Managers are urged to pay attention to the mis-match of differentiation strategy and organizational learning when market share and strategic performance are the priorities in export performance evaluation.

Originality/value

This study contributes to the organizational learning literature by providing a new match and mis-match conceptualization relating to international competitive strategy and export performance. The new framework provides directions on when firms should use organizational learning to enhance their competitive strategies (a match scenario) and when they should not use it (a mis-match scenario). This study broadens the existing research that has mainly focused on alignment combinations such as organizational learning-internationalization strategy and organizational learning-social network.

Article
Publication date: 31 January 2018

Henry F.L. Chung and Tsuang Kuo

This study aims to present two new contingent frameworks that hypothesize the moderation role of managerial ties (MTs) in the international competitive strategy-export financial…

1758

Abstract

Purpose

This study aims to present two new contingent frameworks that hypothesize the moderation role of managerial ties (MTs) in the international competitive strategy-export financial and strategic performance framework. The purposes of this study are to explore whether a common standardized or individual customized conceptualization consisting of MTs, international competitive strategy and performance can be used to achieve export financial and strategic performance; to offer contingent factors for the current international competitive strategy-export performance framework; and to generalize the roles of MTs in the developed vis-à-vis developing region.

Design/methodology/approach

This study uses the experience of 114 exporting firms operating in the European Union region to test its theoretical frameworks. MTs include both business and political ties.

Findings

Business and political ties have completely different moderation effects on the relation between international differentiation/low-cost strategy and export financial/strategic performance. Business ties have a positive influence on the international differentiation strategy-export strategic performance and international low-cost strategy-export financial performance dyads, but a negative effect in the international low-cost strategy-export strategic performance framework. In contrast, political ties are revealed to have a negative effect on the international differentiation/low-cost strategy-export financial performance framework.

Originality/value

This research advances extant international competitive strategy-export performance literature by revealing the bright and dark sides of business ties and the down side of political ties in the framework. Performance should be investigated in terms of financial and strategic performance. The moderation effect of business ties is more complex than that reported in the developing region; thus, a cross-regional generalization on these ties’ effects is more difficult to establish. In contrast, the dark side effect of political ties is consistent across developed and developing regions; a cross-regional generalization on these ties is more viable. Collectively, the results show that a standardized process for achieving both export financial and export strategic performances is not feasible, while a customized process for each export performance is needed.

Article
Publication date: 30 March 2023

Tseng-Lung Huang and Henry F.L. Chung

Drawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness…

Abstract

Purpose

Drawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness intention. The mediating effects of three psychological states for body schema (i.e. natural symbol sets, vivid memory and human touch) on the relationships between somatosensory AR and consumer delight/stickiness intention are determined. By filling gaps in the research, we hope to provide guidance on how to drive delightful somatosensory AR marketing.

Design/methodology/approach

Two experiments were conducted (Study 1 and Study 2) to test the research model and hypotheses. These experiments compared the effects of the “presence” (midair, gesture-based) and “absence” (mouse-based traditional website) conditions in somatosensory AR on consumer body schema and the creation of a delightful virtual shopping experience (i.e. consumer delight and stickiness intention).

Findings

The consumer delight and stickiness intention created in the presence condition was much higher than those in the absence condition. Consumers appeared to prefer engaging in a midair gesture-based somatosensory AR experience and exploring an augmented metaverse reality to interacting with a mouse-based traditional website. We also found that giving online consumers more somatosensory activities and kinesthetic experiences effectively inspired three psychological states of body schema in online consumers.

Originality/value

The results contribute to the AR experience and somatosensory marketing literature by revealing the role of natural symbol sets, vivid memory and the sense of human touch. This research breaks through the long-developed research paradigm on consumer delight, which has been limited to traditional entities and web contexts. We also extend embodied cognition theory to the study of somatosensory AR marketing.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 17 January 2022

Yulong Liu, Henry F.L. Chung and Lili Mi

Drawing on institution embeddedness and the resource-based view, the authors develop a theoretical framework and empirically examine how intra-national innovation ecosystems and…

Abstract

Purpose

Drawing on institution embeddedness and the resource-based view, the authors develop a theoretical framework and empirically examine how intra-national innovation ecosystems and environmental institutions impact logistics service providers' (LSPs) technological innovation (TI) and green practices.

Design/methodology/approach

The authors test the theoretical framework based on survey data of 328 Chinese LSPs. Archival datasets complement the survey data.

Findings

The research reveals that intra-national institutional forces of formal and informal environment-related institutions can mitigate LSPs' reliance on their firm-specific advantages when engaging in TI and green practices. Results from a three-way interaction indicate that intra-national innovation ecosystems positively moderate the effects of environmental institutions.

Research limitations/implications

The research has three critical implications. First, the study reveals the contingency role of intra-national environment-related institutions and innovation ecosystems in shaping green logistics. Second, the study finds new results about the roles of informal environmental institutions. Finally, intra-national innovation ecosystems can override environmental institutions in influencing the green practices of LSPs.

Originality/value

Taking a unique angle of institution embeddedness coupled with the resource-based view, the authors examined how intra-national ecosystems and environmental institutions impact LSPs' TI and green practices.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 26 May 2023

Tseng-Lung Huang, Henry F.L. Chung and Xiang Chen

The purpose of this study is to clarify the role of various levels of modality richness [text-visual, audiovisual and augmented reality interactive technology (ARIT)] on vivid…

Abstract

Purpose

The purpose of this study is to clarify the role of various levels of modality richness [text-visual, audiovisual and augmented reality interactive technology (ARIT)] on vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent) and exploratory behavior. To clarify which modality richness online retailers use is more appropriate to create a virtual reality simulation experience to fill a significant gap in the sensory interactive marketing paradigm.

Design/methodology/approach

A task-based laboratory study was conducted to provide users with private try-on space. A total of 429 valid questionnaires were collected, and partial least squares path modeling was adopted to test hypotheses.

Findings

The results indicate that various levels of modality richness (text-visual, audiovisual and ARIT) positively affect vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent), and vivid memories successfully induce exploratory behavior.

Practical implications

The study results could also help retailers and brands with clear guidance in designing and creating simulation experience services and choosing the best way to present products. With the results of this research, retailers will also be able to grasp better the critical points of introducing innovative technology into the service experience and then create the benefits of digital economic growth.

Originality/value

Exploring which digital interactive technology online retailers use is more appropriate to create a virtual reality shopping experience to fill a significant gap in the sensory interactive marketing paradigm. Exploring the antecedents of vivid memories in a digital sensory interactive experience contributes to the body schema literature and the script theory. We draw from construal level theory (CLT) to clarify the impact of various levels of modality richness on driving the difference in sensory simulation schema to break through the limited findings of previous studies, namely using CLT to interpret psychological distance.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 25 December 2023

Herbert Sima, Henry F.L. Chung and Yulong Liu

Drawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market…

Abstract

Purpose

Drawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market export ventures.

Design/methodology/approach

This study selects quantitative methodology because the main objective of this study is to explore the role of export ventures’ performance (past) on guanxi networking, co-creation marketing strategies and present performance.

Findings

The empirical evidence suggests that guanxi networking and co-creation strategy can mediate the relationship between export venture performance in the preceding year and export venture performance in the following year. In addition, this study also provides some guidance for emerging market export ventures on how to build a strong guanxi networking and create opportunities for collaboration when the effect of export performance in the preceding year on current performance is absent.

Originality/value

The authors propose the inclusion of strategic guanxi networking-related factors (e.g. top executives’ ties with business-to-business customers, such as distributors in the host market) in the prior performance-current performance paradigm. The outcomes of this study also contribute to extant organizational learning theory research by integrating preceding performance research with the co-creation theory. The study offers new insights into organizational learning and relational governance from the emerging market perspective.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 11 January 2023

Yulong (David) Liu, Henry F.L. Chung, Zuopeng (Justin) Zhang and Mian Wu

Drawing on a strategic agility perspective, the authors develop a theoretical framework and empirically examine how digital platform adoption and capability impact business…

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Abstract

Purpose

Drawing on a strategic agility perspective, the authors develop a theoretical framework and empirically examine how digital platform adoption and capability impact business performance via digital-enabled strategic agility in the context of professional service firms.

Design/methodology/approach

The authors propose and examine a conceptual framework based on survey data from 127 professional service firms in New Zealand.

Findings

This study reveals the impact of digital platform capability on the business performance of professional service firms that employ digital platform technologies. The results suggest that organizational innovation and managers' creative efficacy will be used as distal antecedents and contribute to digital platform capabilities. In addition, digital strategic agility can mediate the link between digital platform capabilities and business performance.

Originality/value

This study is one of the first to investigate when and how digital platforms empower professional service firms. This study reveals the role of digital strategic agility and digital platform capabilities in knowledge-intensive enterprises. This research advances the development of knowledge-based economy in the information age by applying and extending strategic agility to the uncertain and volatile business environment. The authors' new conceptualization provides a deeper understanding of how and why professional services business and organizations can adapt to the post-COVID era smoothly and successfully.

Details

Journal of Service Theory and Practice, vol. 33 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 2 June 2023

Yulong (David) Liu, Henry F. L. Chung, Zuopeng (Justin) Zhang and Mian Wu

This research aims to explore the dark side of mobile applications by investigating the role of apps' technicality and app security in the mechanism of user satisfaction, app…

Abstract

Purpose

This research aims to explore the dark side of mobile applications by investigating the role of apps' technicality and app security in the mechanism of user satisfaction, app intention and customers' continuance tendency to make in-app purchases.

Design/methodology/approach

Drawing on attitude-behavior-context (ABC) theory, the study proposed a conceptual framework and examined the framework using a structural equation modeling (SEM) approach based on data collected from app users from New Zealand.

Findings

The results reveal the correlation between user satisfaction and in-app purchase with a mediator of app continuance intention (ACI). In particular, the results show that app technicality (AT) has a positive correlation with user satisfaction as an antecedent. App security and hedonic value are positively correlated with user satisfaction.

Originality/value

The research has three critical research implications. First, this research advances the understanding of the dark side of mobile apps by showing how app security influences customers' in-app purchases. Secondly, this study reveals and offers empirical evidence for the mechanism between app security and user satisfaction. Finally, the study provides empirical evidence of AT as a distal antecedent for in-app purchases.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 12
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 February 2001

Henry F.L. Chung

Taiwan is one of the newly industrialised economies. Its foreign currency reserves are among the largest in the world. Still, few efforts have been expended to examine its…

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Abstract

Taiwan is one of the newly industrialised economies. Its foreign currency reserves are among the largest in the world. Still, few efforts have been expended to examine its distribution system. This article intends to examine issues concerning Taiwan’s distribution system and its impact on foreign‐produced consumer products. Based on examining the distribution channels for six New Zealand‐produced products, a number of conclusions are drawn. The findings of this study point out that firms’ choice of market entry mode might be affected by the host market’s distribution system. The most common channel structure used by foreign producers marketing in Taiwan is a multiple channel system. In addition, the study concurs with findings on the Japanese distribution system, that a common problem facing firms operating in these markets is the large number of small sized retailing outlets. Due to the similarities of the two systems, foreign firms are recommended to use the experience of those firms which have successfully penetrated the Japanese market.

Details

International Journal of Retail & Distribution Management, vol. 29 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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