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This study aims to examine the effect of marketing agility of startup companies on their new product creativity and new product performance while examining the moderating role of technological turbulence.

Data were collected from 319 South Korean startups and empirically analyzed using structural equations modeling technique.

First, marketing agility is a potent catalyst that positively influences the novelty and meaningfulness of new products, thereby enhancing new product creativity. Second, marketing agility contributes significantly to new product performance across multiple dimensions, including market, financial, and customer performances. Third, this study underscores the pivotal role of new product creativity, with both novelty and meaningfulness proving to be key drivers of improved new product performance. Technological turbulence is revealed as a moderating force, amplifying the positive relationship between new product novelty and performance. However, while it substantiates some moderating effects, the study does not find significant support for the role of technological turbulence in moderating the relationships among new product meaningfulness, marketing agility, and new product performance.

To the best of our knowledge, this study is the first to analyze the effect of startups’ marketing agility on new product creativity and performance considering the moderating effect of technological turbulence, especially in the South Korean context. This study offers practical insights emphasizing the indispensability of marketing agility for startups operating in rapidly evolving markets. Additionally, it advocates a strategic emphasis on novelty in high-tech turbulence scenarios to bolster new product performance.

This study examines the impact of organisational agility on the performance of higher education institutions. It also aims to explore the mediating role of various capabilities, namely, service innovation, technology capability, learning capability, and collaborative knowledge creation, in the agility-performance relationship.

The sample of this study includes teaching staff of two prominent state universities of J&K, India. The study employs Exploratory Factor Analysis (EFA) and Structured Equation Modelling (SEM) for scale purification and hypotheses testing.

The results show that organisational agility positively influences performance of higher education institutions. Capabilities, namely, service innovation, technology capability, learning capability and collaborative knowledge creation, partially mediate the organisational agility-performance relationship.

The sample comprises teaching staff of two established universities of J&K, India.

For sustenance in the turbulent environment, higher educational institutions should employ practices like regular modification of academic programs, increasing the speed of logistics activities, investing in high-ended software and hardware facilities, and developing an open environment for the exchange of ideas by employees. Policy formulation should encourage adopting agile practices in higher education institutions for enhanced performance.

This paper focuses specifically on organisational agility and its impact on the performance of higher educational institutions. The study contributes to the agility literature by testing the mediating roles of service innovation, technology capability, learning capability and collaborative knowledge creation collectively in the relationship between organisational agility and performance, concluding that all these capabilities except service innovation enhance the effect of organisational agility on performance.

The rapid development of digital technologies drives digital entrepreneurs to pivot, a behavior that allows entrepreneurs to adjust original opportunities and explore new opportunities. This study aims to investigate the effect of the structural characteristics of digital entrepreneurial teams, the functional heterogeneity, on pivoting from the perspective of digital agility. Moreover, this study also examines the moderating effect of knowledge sharing.

Two-phase survey data were sourced from Chinese digital entrepreneurial teams through the entrepreneurial networks of MBA programs of a Chinese business school and entrepreneurial support organizations in China. The sample of 272 teams with 708 entrepreneurs was collected to test the hypotheses.

The functional heterogeneity of digital entrepreneurial teams, including industry background heterogeneity and occupational experience heterogeneity, positively impacts pivoting by providing heterogeneous knowledge and resources. Moreover, this relationship is mediated by the digital agility of the digital team, and knowledge sharing moderates the relationship between functional heterogeneity and digital agility.

While existing studies have mainly focused on the external factors, this study empirically investigates the team-level internal factors of digital pivoting in digital entrepreneurial teams, enriching the research perspective of pivoting. Moreover, the current study bridges the literature on digital agility with pivoting, broadening the theoretical mechanism of pivoting and expanding the theoretical boundaries of digital agility.

This study aims to examine the relevance of strategic marketing planning in this agile era and its effect on firms’ international performance and explores conditions under which the influence of planning changes.

Based on contingency theory, a conceptual model is tested based on survey data from internationalizing firms. Data were analyzed using partial least squares -structural equation modeling.

Marketing strategy planning is (still) associated with enhanced performance, and depends on external and internal contingencies. While the planning−performance relationship is amplified by market sensing (external contingency), surprisingly, it is decreased in presence of high tolerance for failure (internal contingency).

Findings seek to transform marketing planning in international business practice by requiring that its implementation receives the attention of senior management.

Marketing strategy planning should not be deemphasized. While planning appears to be undergoing an identity crisis, practitioners’ attention to marketing planning is warranted.

Technological start-ups are significant contributor to the innovation and employment provider in an economy. Numerous technological start-ups are established every year; however, only a miniscule percentage of these technological start-ups sustain and scale up in the long run. The aim of this study is to investigate the factors that affect Indian technological start-ups’ competitiveness.

Case study analysis of two technological start-ups (namely, WayCool and Moglix) is undertaken to study the factors affecting the competitiveness of technological start-ups in India. Being a relatively underexplored theme of study in entrepreneurship and strategy, case analysis facilitates exploration and validation of factors influencing competitiveness. Information for case study analysis is drawn from secondary sources of information. The collected data undergoes deductive thematic analysis to systematically identify and examine recurring themes and patterns relevant to the competitiveness of Indian technological start-ups.

Case analysis reveals that innovation intensity, organisational agility and internationalisation influence competitiveness of technological start-ups. The importance of the role of each of these factors for entrepreneurial ventures has been highlighted in literature; however, their effect on competitiveness has not been examined in extant literature.

Being among the few studies on the competitiveness of technological start-ups in specific and start-ups in general, this study highlights the gap in the literature and suggests the need for examining the competitiveness of technological start-ups.

For the practitioners, this study reinforces the need for entrepreneurs to emphasise fundamental factors that build competitiveness. Subsequently, the sources of competitiveness shall enable the start-up to gain a competitive advantage.

This is among the few studies to have explored the competitiveness of technological start-ups in the Indian context.

This study examines the link between the knowledge creation process, ambidextrous innovation, and competitive advantage. Further, this study also tested the moderating role of organizational agility on the relationship between the knowledge creation process and ambidextrous innovation.

The empirical study’s data were collected by surveying 306 respondents employed in 140 Pakistani Small and Medium Enterprises (SMEs). The questionnaire was designed according to the study’s requirements and was based on theoretical knowledge and findings from previous research on the knowledge-creation process, ambidextrous innovation, and competitive advantage. All hypotheses were tested using a structured regression method.

The study indicates that the knowledge creation process significantly impacts a firm’s competitive advantage. Additionally, this study demonstrates that ambidextrous innovation can moderate the relationship between the knowledge-creation process and competitive advantage.

Future studies should examine mediating factors, such as organizational culture, leadership style, and industry characteristics, as well as moderating variables, such as environmental turbulence.

This study guides SME leaders on the importance of knowledge creation and ambidextrous innovation in achieving operational success and gaining a competitive advantage.

This study explores how the knowledge creation process directly and indirectly, enhances organizational capacity for competitive advantage through the mediating roles of ambidextrous innovation and the moderating role of organizational agility.

Digital product and service innovations (DPSI) has attracted widespread attention from both management scholars and practitioners. Previous studies have documented that information technology (IT) capability and digital orientation positively influence DPSI performance. However, the question of whether and how digitalization capability can facilitate DPSI performance remains unresolved. This paper fills these gaps by investigating the mediating role of improvisation capability and the moderating role of technological turbulence.

This study used two-wave data from 240 matched digital transformation department leaders and senior managers from Chinese firms and examined the hypotheses deploying hierarchical regression and bootstrapping.

Our analyses reveal positive, significant links between digitalization capability and improvisation capability and between improvisation capability and DPSI performance. The findings further show that the effect of digitalization capability on DPSI performance is partially mediated by improvisation capability and that technological turbulence strengthens the indirect relationship between digitalization capability and DPSI performance through improvisation capability.

Integrating resource-based view, this research provides evidence that the extent to which improvisation capability mediates the relationship between digitalization capability and DPSI performance depends on technological turbulence. It provides a new direction for digitalization capability and DPSI performance.

The purpose of this paper is to examine the role that information systems (IS) artifacts (IS for automation and IS for analytics) and process standardization play in enhancing different dimensions of supply chain agility (SCA) (sensing, comprehending and responding).

Data collected through the survey approach was used to examine the research model. The results were analyzed based on regression analysis. Various tests were conducted to validate the results of the mediation hypotheses.

The results show that IS for analytics has a significant association with all dimensions of SCA and mediates the relationship between IS for automation and SCA’s sensing and comprehending dimensions. In addition, process standardization directly and uniquely influences the comprehending and responding dimensions of SCA.

The assessment of the relationship between different IS features in the context of SCA enhancement contributes to theory development in the area of IS-enabled supply chains. Furthermore, investing in both process and IS-related initiatives offers unique value in the context of supply chains. The data collection approach limited us to a cross-sectional analysis, whereas longitudinal data could have offered deeper insights.

IS artifacts and process-based initiatives can be leveraged for organizational capability enhancement. Organizations that are vigilant, analysis driven and take quick actions, invest in IS-based tools that support analytics. The highest impact of these tools is visible in the enhancement of the comprehending dimension of SCA.

Prior research does not explicitly examine the interplay among the different IS artifacts. Furthermore, process-centric initiatives can also be used in conjunction with or as an alternative to IS-based initiatives. The originality of this work stems from jointly evaluating the role of IS artifacts and process standardization in making the supply chain more agile.

This article aims to provide greater clarity regarding the conceptualization and critical role of digital marketing ecosystems for the global expansion of multinational enterprises (MNEs) and offer novel research directions to prompt future research.

The authors first review the marketing literature related to marketing ecosystems, highlighting the evolution of this body of work across a range of domains such as services, innovation and new product development, communications and marketing strategy more broadly. Next, two case examples of MNEs whose global expansion efforts have been supported by their marketing ecosystems are used to highlight the role of marketing ecosystems in global market expansion. Finally, novel research directions are offered to prompt future research and provide greater insight into this emerging area.

The case examples we examine yield important insights into the role of marketing ecosystems for MNEs expanding from emerging markets (EMs) to developed markets (DMs). EM-MNEs such as TEMU face more communication and payment ecosystem challenges while opening their supply chain to DMs. Contrary to EM-MNEs, DM-MNEs face institutional and sociocultural challenges that require different marketing ecosystem orchestration approaches.

Marketing ecosystems can provide MNEs with greater multinational flexibility, enabling them to adapt their global strategies to navigate increasing complexities in global markets, such as trends toward increased protectionism and geopolitical disruptions. However, there is surprisingly little research addressing this issue.

Digital transformation (DT) is a high-risk, long-term and systematic organizational change, which is highly dependent on the level of operation management. According to the resource-based view and innovation theory, this paper aims to examine the impact of DT on firm performance.

This paper empirically tests the impact of DT on firm performance by selecting total factor productivity and innovation outputs as mediating variables from the perspective of process and outcomes, respectively. It uses Shanghai and Shenzhen A-share-listed companies from 2010–2021 as research samples, searching the frequency of keywords about DT in their annual reports.

The findings reveal the following. First, DT can significantly improve the performance of firms. Second, total factor productivity and innovation outputs play a mediating role between DT and firm performance. Third, the impact of DT on SMEs is more obvious than in bigger ones. However, the effect of DT on performance is more significant in SOEs than non-SOEs. Furthermore, DT positively effects labor-intensive and technology-intensive firms, but negatively effects capital-intensive firms.

This paper first proposes the mechanism analysis from the view of process and outcomes, by using total factor productivity and innovation outputs, which adds depth to the research on the impact of DT on firm performance. Moreover, the authors empirically examine the heterogeneity of the impact of DT on different firm sizes, firm properties and intensity of production factors.