Search results
1 – 10 of over 12000Gregor Pfajfar, Maciej Mitręga and Aviv Shoham
In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing…
Abstract
Purpose
In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.
Design/methodology/approach
This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.
Findings
Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.
Originality/value
This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.
Details
Keywords
Michael Christofi, Olga Kvasova and Elias Hadjielias
This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19…
Abstract
Purpose
This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19) pandemic; the second is to capitalize on these developments to set an agenda for future research in the field of international marketing.
Design/methodology/approach
This paper zooms in on and reviews the 18 papers published in International Marketing Review’s (IMR) Special Issue on “Covid 19: advancing international marketing theory and guiding practice” (2023, volume 40, issue 5). It also integrates recent research at the intersection of international marketing and the COVID-19 pandemic.
Findings
The paper highlights five areas that embody significant contemporaneous changes brought about by the COVID-19 pandemic and affect international marketing practice. These include (1) shifts in consumer behavior, (2) digitalization and artificial intelligence, (3) disruptions in supply chains, (4) communication and corporate social responsibility (CSR), and (5) international dynamic marketing capabilities. In order to advance international marketing theory in relation to pandemics and other external crises, the paper establishes research directions for each of these areas.
Originality/value
The paper provides a novel and comprehensive categorization of fundamental shifts caused by the COVID-19 pandemic and lays out a research roadmap to advance research in the field of International Marketing (IM). Important implications for practice are also discussed.
Details
Keywords
Irfan Irfan, Muhammad Saleem Ullah Khan Sumbal, Faisal Khurshid and Felix T.S. Chan
Recent research has highlighted the beneficial role of supply chain resilience for ensuring efficient production and business processes. The purpose of this study is to explore…
Abstract
Purpose
Recent research has highlighted the beneficial role of supply chain resilience for ensuring efficient production and business processes. The purpose of this study is to explore enablers of supply chain resilience. In particular, the authors examine whether and how dynamic capabilities and knowledge management can help firms develop a resilient supply chain in times of high disruption and uncertainty.
Design/methodology/approach
A single longitudinal case study design was adopted. Data was collected over 8 years from a Pakistani textile producer and supplier through semi-structured interviews and was analyzed through NVivo to generate codes and themes that contributed to the development of the supply chain resilience model.
Findings
The analysis of case study shows that our focal firm strategically acquired, transferred and integrated market knowledge by investing in digital technologies and idiosyncratic resources and consequently developed a supply chain model that was resilient in addressing logistics and delivery challenges in uncertain & critical times.
Research limitations/implications
The study brings together three main research streams of organizational theory, namely supply chain, knowledge management and dynamic capabilities, and proposes a nuanced resilient supply chain model.
Practical implications
By applying the research findings, managers can adjust, develop and adopt supply chain resilience to address market volatilities, thereby creating value and longevity in their supply chain operations. However, the findings are context specific and should be applied cautiously.
Originality/value
The outcomes provide early hints on how companies in emerging economies can adopt and integrate novel digital technologies, and overhaul their organizational routines to facilitate knowledge management and develop dynamic capabilities, and consequently enhance the resilience of their supply chain operations.
Details
Keywords
Vahid J. Sadeghi, Alexeis Garcia Perez, Demetris Vrontis and Denise Bedford
Girish Prayag, Lucie K. Ozanne and Mesbahuddin Chowdhury
Grounded in dynamic capabilities theory, this study aims to examine how dynamic capabilities and a transactive memory system (TMS) can build the resilience of service…
Abstract
Purpose
Grounded in dynamic capabilities theory, this study aims to examine how dynamic capabilities and a transactive memory system (TMS) can build the resilience of service organizations and improve their financial performance. Limited studies examine the link between a TMS and organizational resilience.
Design/methodology/approach
The authors test a theoretical model on a sample of 350 UK service firms that were impacted by the COVID-19 pandemic and analyze the data using partial least square structural equation modeling.
Findings
Results highlight the positive effects of a TMS and dynamic capabilities on organizational resilience. Only a TMS and organizational resilience have direct positive effects on financial performance.
Originality/value
To the best of the authors’ knowledge, this is the first study to ascertain the influence of a TMS on organizational resilience in service firms following adversity.
Details
Keywords
Briefly reviews previous literature by the author before presenting an original 12 step system integration protocol designed to ensure the success of companies or countries in…
Abstract
Briefly reviews previous literature by the author before presenting an original 12 step system integration protocol designed to ensure the success of companies or countries in their efforts to develop and market new products. Looks at the issues from different strategic levels such as corporate, international, military and economic. Presents 31 case studies, including the success of Japan in microchips to the failure of Xerox to sell its invention of the Alto personal computer 3 years before Apple: from the success in DNA and Superconductor research to the success of Sunbeam in inventing and marketing food processors: and from the daring invention and production of atomic energy for survival to the successes of sewing machine inventor Howe in co‐operating on patents to compete in markets. Includes 306 questions and answers in order to qualify concepts introduced.
Details
Keywords
Hashem Aghazadeh, Farzad Zandi, Hannan Amoozad Mahdiraji and Razieh Sadraei
This study has two main objectives. First, to examine the indirect effects of digital platform capability and digital resilience on digital transformation (DT) outcomes for small…
Abstract
Purpose
This study has two main objectives. First, to examine the indirect effects of digital platform capability and digital resilience on digital transformation (DT) outcomes for small- and medium-sized enterprises (SMEs), and second, to investigate how digital business model maturity influences these indirect effects.
Design/methodology/approach
The study adopts a quantitative design and collects data through a self-reporting survey from individuals in the technological industries. The Partial Least Squares-Structural Equation Modelling (PLS-SEM) and PLS multi-group analysis examine the measurement and structural models and the significance of differences in indirect paths based on the digital business model maturity level, serving as a moderator.
Findings
The findings of this study provide valuable insights into the internationalisation of digital SMEs. They indicate that digital platform capability and resilience fully mediate, connecting digital resources to SME growth. The study also confirms the digital business model maturity’s positive and significant moderating effect on these indirect relationships.
Originality/value
This research contributes to the existing literature by focusing on the international outcomes of platform ecosystems in developing markets. It explores how digital platform capability and resilience support the digital transformation of SMEs, considering their vulnerability due to their small size. The study also fills a research gap by investigating the relationship between big data, digital leadership and the international growth of digital platforms. Lastly, it explores the role of digital maturity in the relationships between antecedents, determinants and outcomes of digitalisation.
Details
Keywords
Evelyn Lopez, Jose A. Flecha-Ortiz, Maria Santos-Corrada and Virgin Dones
The COVID-19 pandemic has significantly affected service small- and medium-sized enterprises (SMEs), increasing the importance of understanding how these businesses can become…
Abstract
Purpose
The COVID-19 pandemic has significantly affected service small- and medium-sized enterprises (SMEs), increasing the importance of understanding how these businesses can become more resilient and how service innovation can be an effective strategy to increase their adaptive capacity and survival. This study aims to examine the role of dynamic capabilities in service innovation as a factor explaining the resilience of SMEs in Puerto Rico and the Dominican Republic during the COVID-19 crisis and its impact on service innovation. Additionally, the authors assess whether service innovation has a significant impact on value cocreation in these businesses.
Design/methodology/approach
This study used a quantitative method by surveying 118 SME owners in Puerto Rico and the Dominican Republic. The data were analyzed using partial least-squares structural equation modeling.
Findings
The results reflect important theoretical contributions by analyzing resilience from an innovation perspective instead of a retrospective approach, which is an area that has not been analyzed in the literature. Additionally, theoretical contributions to marketing services in SMEs are discussed, which is an underresearched topic. The results advance by discussing the role of service innovation through the reconfiguration of resources and how this can be an effective strategy to increase value cocreation with customers during crises.
Originality/value
This study is original in that it analyzes resilience from the perspective of innovation, and not from a retrospective approach. It offers a vision in response to the need for studies that provide a clearer conceptualization of resilience in small businesses. This highlights the importance of considering regional differences and service innovation as effective strategies to enhance resilience and value cocreation with customers.
Details
Keywords
Md Maruf Hossan Chowdhury, Eijaz Khan, A.K.M. Shakil Mahmud, Md Nuruzzaman, Fazlul K. Rabbanee and Mohammed A. Quaddus
Configuring strategies to ensure a health service provider’s resilience when extreme disruptions occur is not simple. Optimal configuration in such circumstances is rare…
Abstract
Purpose
Configuring strategies to ensure a health service provider’s resilience when extreme disruptions occur is not simple. Optimal configuration in such circumstances is rare. Therefore, this research has relied on the dynamic capability view (DCV) to develop a decision-support framework for configuring resilience strategies that will mitigate the worst challenges and improve the performance of health service providers during “extreme” disruptive events.
Design/methodology/approach
The research adopted a multi-study, multi-method approach comprising interviews, quality function deployment (QFD), and fuzzy set qualitative comparative analysis (fsQCA).
Findings
The findings reveal that, during a crisis, standalone resilience strategies are not enough. To guarantee performance, healthcare services require a combination of resilience strategies and a negation of challenges.
Originality/value
This research extends our current knowledge of healthcare operational management by offering optimal configurations of resilience strategies to manage performance during extreme disruptions. Thus, it offers strategic insights into how health-service managers can be more resilient during a crisis.
Details
Keywords
Mariola Ciszewska-Mlinarič, Dariusz Siemieniako and Piotr Wójcik
This paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international dynamic marketing…
Abstract
Purpose
This paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international dynamic marketing capabilities (IDMCs) – affect the international performance of exporting firms in the context of extreme environmental dynamism – during the COVID-19 pandemic.
Design/methodology/approach
The authors focus on a sample of 277 exporting manufacturers from the post-transition economy of Poland. The authors use hierarchical multiple regression analysis to test this study's hypotheses.
Findings
This study's findings show that deployment of IDMCs by export manufacturers in the context of environmental jolts contributes to better performance, and this relationship is mediated by adaptation to foreign markets and product development capability. Additionally, this study's results reveal that the significant and positive indirect effect of IDMCs on international performance (through mediators) is, however, weakened under conditions of extreme environmental dynamism.
Research limitations/implications
The limitations pertain to the cross-sectional nature of this study and the research sample, characterised by the dominance of export manufacturers of final products, the dominance of manufacturers operating in the business-to-business sector, or in the business-to-business and business-to-customer sectors simultaneously.
Practical implications
The study provides suggestions to managers on how to build resilience in international markets during turbulent times. These activities involve investments in IDMCs that support activities centred around product development and adaptation to foreign markets.
Originality/value
The novel construct of IDMCs is introduced and operationalized. The study empirically tests the direct and indirect relationship between IDMCs and performance contingent upon extreme environmental dynamism. The results demonstrate the boundary conditions for the effectiveness of these domain-specific DCs in such a research setting.
Details