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Article

İlayda İpek and Mustafa Tanyeri

Anchored mainly on the institutional theory and resource-based view, this study endeavors to investigate the interplay between home country institutional environment…

Abstract

Purpose

Anchored mainly on the institutional theory and resource-based view, this study endeavors to investigate the interplay between home country institutional environment (economic, regulatory and socio-cultural environment), export market orientation and export performance. Besides, this study also aims to examine the moderating role of firm resources (knowledge-based and managerial resources) in the associations between home country institutions and export market orientation.

Design/methodology/approach

Drawing on data from a sample of 221 exporting firms in Turkey, the conceptual model is empirically examined by structural equation modeling.

Findings

The findings reveal that regulatory environment is conducive to the improvement of export market orientation, which is instrumental in cultivating export performance. Importantly, empirical evidence also proves that higher levels of knowledge-based and managerial resources strengthen the linkage between home country institutions and export market orientation.

Originality/value

Integrating institutional theory with the resource-based view, this research considerably contributes to the current understanding of the export market orientation phenomenon by filling the knowledge gap on the differential impacts of home country’s economic, regulatory and socio-cultural environment on export market orientation. Moreover, this study provides worthwhile insights into the moderating effect of knowledge-based and managerial resources on home country institutions and export market orientation and the interrelationship between export market orientation and export performance in an emerging economy.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article

Anders Pehrsson

Establishment of wholly owned subsidiaries in a foreign market is central to international marketing because sole ownership and high commitment facilitate firm's marketing

Abstract

Purpose

Establishment of wholly owned subsidiaries in a foreign market is central to international marketing because sole ownership and high commitment facilitate firm's marketing in the local market. Drawing on knowledge-based theory, this study extends the current understanding of firm's sequential establishments of wholly owned subsidiaries in a host country.

Design/methodology/approach

Swedish firms' establishments of wholly owned subsidiaries in Germany, the United Kingdom and the United States were analyzed using a longitudinal approach.

Findings

A firm's broad international experience is associated with an acquisition in any phase, while mode experience and value-adding experience are associated with postinitial acquisitions. There is no association between mode experience and greenfield investments.

Research limitations/implications

Knowledge-based theory explains a firm's choice of establishment mode when establishing in the same host country. Effects of marketing experiences are due to the establishment mode and different experiences explain choices for initial and postinitial establishments.

Practical implications

In choosing between a wholly owned subsidiary in terms of an acquisition or a greenfield investment, for a foreign establishment the firm is advised to consider the impact of marketing experiences and establishment phase.

Originality/value

Research is needed on how experiences affect choices between foreign establishment modes where the firm is the sole owner. This study is the first to focus on the choice between wholly owned subsidiaries in terms of acquisitions and greenfield investments, and the impact of experience and phase of establishment in a particular host country.

Details

International Marketing Review, vol. 37 no. 2
Type: Research Article
ISSN: 0265-1335

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Article

Kuan-Yang Chen and Tzung-Cheng Huan

This study aims to explore three critical factors, namely, specific assets investment (SAI), knowledge integration mechanism (KIM) and complementary capability (CC), the…

Abstract

Purpose

This study aims to explore three critical factors, namely, specific assets investment (SAI), knowledge integration mechanism (KIM) and complementary capability (CC), the antecedents of market knowledge from on structure, process and strategy aspects. This study then tests their effects on the market knowledge-market performance linkage in an asymmetric commerce relationship.

Design/methodology/approach

This study identified the asymmetric business-to-business (B2B) channel relationship of travel service industry. A total of 248 responses were received from the two waves of data collection and the data was analyzed by the structural equation modeling method.

Findings

Based on the managerial theory related to transaction cost, knowledge-based view and resource-dependent, SAI, KIM and CC all affect market knowledge, and had an indirect effect on market performance; market knowledge significantly and positively affects market performance.

Research limitations/implications

In addition to relationship marketing or social exchange theory, this study provides an integrated framework with different theoretical studies to supplement the explanation of relationship marketing theory in the non-significant relationship between trust and commitment and their outcomes.

Practical implications

This study provides answers for weaker firms how to enhance their market knowledge from their stronger partners.

Originality/value

No current studies have explored how service firms with weak bargaining power could enhance their market knowledge under an imbalanced B2B relationship. This supports the call for the possible factors as the key antecedents of market knowledge on the asymmetric B2B relationship.

Details

Journal of Knowledge Management, vol. 24 no. 3
Type: Research Article
ISSN: 1367-3270

Keywords

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Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

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Article

Anders Pehrsson

A multinational firm’s expansion in a foreign market is a key issue of international business. The purpose of this study is to extend the understanding of essential…

Abstract

Purpose

A multinational firm’s expansion in a foreign market is a key issue of international business. The purpose of this study is to extend the understanding of essential drivers that will facilitate firm’s assessment of alternative modes of sequential expansion.

Design/methodology/approach

The study applies the knowledge-based view and explores a multinational firm’s sequential post-entry expansion in a foreign market. Event histories of Swedish industrial firms’ establishments of wholly owned subsidiaries in Germany, the UK and the USA were explored using Cox regression.

Findings

Broad market experiences stemming from corporate strategy and deep experiences from the preceding subsidiary increase the likelihood of a sequential investment. Effects of broad experiences are contingent on the context specified by the geographic scope of the firm and its general subsidiary experience.

Research limitations/implications

The study contributes to international expansion theory and integrates sources of knowledge originating from strategy theory and internationalization theory. The study shows that the dual approach is needed to understand international expansion.

Practical implications

In evaluating a further subsidiary investment in a foreign market, the multinational firm is advised to assess whether it possesses enough market experiences to justify the investment. The experiences should be associated with corporate strategy, the previous wholly owned subsidiary and the context specifications identified in the study.

Originality/value

The study is unique, as it addresses the simultaneous impact of broad and deep market experiences. Also, the inclusion of central context specifications makes the study novel.

Details

European Business Review, vol. 28 no. 3
Type: Research Article
ISSN: 0955-534X

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Article

Michael J. Thomas

East Europeans are asking for know‐how, particularly marketing know‐how.At this moment in time, do we have confidence in our understanding ofthe role of marketing in both…

Abstract

East Europeans are asking for know‐how, particularly marketing know‐how. At this moment in time, do we have confidence in our understanding of the role of marketing in both its micro and macro dimensions? Has what we have defined as the marketing concept relevance to economies in transition, indeed is the marketing concept, rooted as it is in the model of Anglo‐Saxon capitalism, relevant either to the German and Japanese models of capitalism or to those economies which are struggling to replace Marxist dominated systems with so‐called market driven systems?

Details

European Journal of Marketing, vol. 28 no. 3
Type: Research Article
ISSN: 0309-0566

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Article

Behrooz Noori and Mohammad Hossein Salimi

The main purpose of this paper is to review the related literature and propose a new decision‐support‐system (DSS) framework for marketing in the business‐to‐business…

Abstract

Purpose

The main purpose of this paper is to review the related literature and propose a new decision‐support‐system (DSS) framework for marketing in the business‐to‐business (B2B) arena based on customer‐relationship management (CRM) and knowledge‐driven marketing to help related‐field graduate students and marketing managers.

Design/methodology/approach

Reviews a range of the most important works published between 1966 and 2004 in order to demonstrate both practical and theoretical aspects. The main method of this research is analytical and conceptual and the approach to this subject was to investigate the gap between marketing DSSs and analytical CRM.

Findings

Provides information about a customized marketing DSS in a B2B context, indicates related literature and frameworks and, finally, tests the ideas with a case study.

Practical implications

Outcomes and applications are identified for developing new activities in improving marketing decision making and marketing planning based on customer orientation and customer satisfaction.

Originality/value

Despite such interdependencies, the research in the fields of DSSs and CRM solutions has not adequately considered the integration of such systems. The novel contribution of this paper lies in integrating marketing DSSs and CRM with regard to knowledge‐driven marketing in B2B marketing, in both theoretical and practical aspects.

Details

Journal of Business & Industrial Marketing, vol. 20 no. 4/5
Type: Research Article
ISSN: 0885-8624

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Article

Kalevi Kyläheiko and Jaana Sandström

The purpose of this paper is to launch a dynamic strategic framework for a manufacturing firm for the digital age. The paper's dynamic capabilities‐ and strategic…

Abstract

Purpose

The purpose of this paper is to launch a dynamic strategic framework for a manufacturing firm for the digital age. The paper's dynamic capabilities‐ and strategic options‐based framework is comprised of the following key issues: how to sense the weak signals at the customer interface and how to formulate them as strategic options; how to exercise these options in the (often) intangible assets markets that are imperfect or even non‐existent; how to appropriate and/or share strategically relevant productive knowledge in order to obtain competitive advantage (CA) over the rivals, (iv) how to recognize the opportunities and threats of the underlying industrial structure, especially the economies of scale and scope and network externalities; and how to proactively reconfigure and reshape the existing knowledge base and capabilities in order to sustain the CA obtained.

Design/methodology/approach

The paradigm of creating CA is opened up in the context of knowledge‐based engineering and digital manufacturing. The Porterian five forces model, the resource‐based view and especially its dynamized extension, the dynamic capability view, are used as theoretical starting points. The modern strategic technology management literature will be complemented by means of the concepts of strategic options and related flexibility issues. Some illustrative examples will be offered as well.

Findings

In the author's view, the primary sources of sustainable CA in the digital manufacturing can be captured from active asset selection (strategic investments in both tangible and intangible assets), and efficient orchestrating of the global value net in “thin” intangible assets markets. The main determinants of CA are: the competitive nature of external environments, supply and demand conditions of the industry (economies of scale and scope and network externalities), renewal capacity of the organization, the dependence on complementary co‐specialized resources and capabilities, and the strategic role of the appropriability regime.

Originality/value

This paper tries to capture the critical elements of creating sustainable CA in the context of digital manufacturing and it is considered to be useful for strategic decision‐makers. The modern technology strategy management literature is synthesized in our framework and it tries to make the issues more applicable to the strategic management of the companies.

Details

Journal of Manufacturing Technology Management, vol. 18 no. 8
Type: Research Article
ISSN: 1741-038X

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Article

Rodolfo Vázquez-Casielles, Victor Iglesias and Concepción Varela-Neira

This paper aims to investigate the extent to which relation-specific investments undertaken by the distributor favor the presence of various governance structures (formal…

Abstract

Purpose

This paper aims to investigate the extent to which relation-specific investments undertaken by the distributor favor the presence of various governance structures (formal contract and relational governance). Furthermore, it examines whether dependence moderates the effect of relationship-specific investments on these governance structures.

Design/methodology/approach

Survey data were gathered from 224 wholesalers from the food and beverage industry. Hypotheses were tested through regression analysis.

Findings

This study illustrates that property-based relationship-specific investments have a greater positive impact on the use of formal contracts than knowledge-based relationship-specific investments. Furthermore, knowledge-based relationship-specific investments have a greater positive impact on relational governance than property-based relationship-specific investments. The results also suggest that it is necessary to consider the moderating effect of cost-based dependence and benefit-based dependence. Finally, mixed governance structures (e.g. formal contracts combined with relational governance) have a positive impact on satisfaction and intention to maintain and extend the relationship.

Practical implications

The findings allow manufacturers to concentrate their efforts on mixed governance structures facilitating relationship-specific investments and benefit-based dependence from distributors to develop a competitive advantage.

Originality/value

Several investigations have obtained a relationship between investments in specific assets, governance structures and performance. Nevertheless, they have not identified different types of investments in specific assets. This study proposes that there are two types of relationship-specific investments: based on property and based on knowledge. Additionally, a two-dimensional model of dependence (cost-based and benefit-based) allows capturing the different theoretical spheres of this concept.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 8
Type: Research Article
ISSN: 0885-8624

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Article

Luu Trong Tuan

The purpose of this paper is to analyze the linkages between leadership, organisational trust, and marketing effectiveness, in service businesses within three service…

Abstract

Purpose

The purpose of this paper is to analyze the linkages between leadership, organisational trust, and marketing effectiveness, in service businesses within three service categories (health care, hotel, and resort) in Vietnam.

Design/methodology/approach

The research utilizes ANOVAs and structural equation model.

Findings

The findings revealed that transactional leadership is associated with calculus‐based trust. Transformational leadership, on the other hand, cultivates knowledge‐based trust and identity‐based trust, which in turn positively influence marketing effectiveness. A direct relationship between transformational leadership and marketing effectiveness is also examined.

Originality/value

The research offers insight into the role that leadership and trust play in determining marketing effectiveness in service businesses in Vietnam.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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