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This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.

We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data.

Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets.

Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework.

First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content.

We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.

This study aims to test the effects of Technology-related Divestitures (TRDs) on firms' exploratory innovation. The moderating effects of firms' internal and external resource coordination activities, resource buffering and bridging, are also explored.

A set of data including 1,372 Chinese listed firms from 2009 to 2018 is adopted. Based on propensity score matching sample, random-effect Tobit models were employed to test the hypotheses.

The empirical results indicate that TRDs inhibit firms' exploratory innovation, while both resource buffering and bridging can mitigate this negative effect. This implies that to promote exploratory innovation, resource coordination activities are the essential.

The research findings can contribute to both the exploratory innovation and technological divestiture literature. The test on the moderating roles of resource buffering and bridging can also extend our understanding of the effect of TRDs on firms' exploratory innovation. Accordingly, several practical implications can be provided. This is especially important for strategic decisions of firms from emerging and developing countries, which often lack sufficient internal resources and strong technological capabilities to develop exploratory innovation.

Digital technologies open up unprecedented opportunities for the Chinese wind power industry to make rapid and comprehensive decisions. However, the relationship between digital technology adoption and radical and incremental innovations has not been empirically assessed. In addition, reconfiguration capability is the ability of firms to transform and respond to changes. How such an organizational capability influences the effectiveness of digital technology adoption is a black box. In response, this study aims to assess the relationship between digital technology adoption and radical and incremental innovations in the Chinese wind power industry and elucidate the moderating role of reconfiguration capability.

Based on the data of listed companies in the Chinese wind power industry from 2006 to 2020, this study constructs regression models and validates the hypotheses.

The correlation between digital technology adoption and incremental innovation in the wind power industry in China is significantly positive, but the relationship between digital technology adoption and radical innovation is not significant. In addition, reconfiguration capability significantly enhances the incentive effect of digital technology adoption on incremental innovation.

To the best of the authors’ knowledge, this study is one of the earliest to explore the heterogeneous relationships between digital technology adoption and radical and incremental innovations in emerging economies, advancing the theoretical insights into how digital transformation can foster different categories of technological innovations. Moreover, this study embeds dynamic capability theory into digital transformation research by exploring the boundary conditions for the effectiveness of digital technology adoption from the perspective of organizational dynamic capability, thereby expanding the boundaries of existing knowledge.

This paper aims to explore practice innovation and organizational resiliency during exogenous service ecosystem disruptions. This inquiry focuses on the extreme disruption caused by the COVID-19 pandemic, which required service firms to recodify long-established service scripts, adapt digital and physical material elements of the service encounter and ultimately reconfigure a system of practices. The specific context is forced practice innovation in Starbucks servicescape (kiosks and coffeehouses). Starbucks is best known for its custom beverages and third-place strategy. Their strict adherence to a complex service script and unique ordering practices altered during pandemic stay-home disease prevention mandates.

Thematic coding consistent with prior research on practice innovation and diffusion and a grounded theory methodology was conducted. Data were triangulated and analyzed within and across a variety of sources. These include field notes from direct observation, interviews, focus groups, firm-authored collateral in the form of marketing communications and third-party authored secondary sources such as news, social media, blogs and forums.

Data reveal how practice innovation occurs through the reconfiguration of a system of practices, which support organizational resiliency and can force brand evolution, in prolonged exogenous service ecosystem disruptions. The COVID-19 pandemic required service industries to adapt and recodify service scripts and alter physical and digital elements of service encounters. While the pandemic affected all firms in the sector, we argue that Starbucks' established scripts and third-place strategies, which characterized the brand experience, were particularly vulnerable. We find that practice innovation occurs through the reconfiguration of practice elements – competences, meanings and materiality – and restructures the service encounter. Practice codification, transposition, adaptation and stabilization support organizational resiliency and brand evolution. We find that Starbucks' brand experience emphasis on the third place is reconceptualized from an in-person community-based retailscape to a platform-based strategy necessitating script recodification and practice adaptation. Our analysis of Starbucks' kiosks and coffeehouses illuminates how a distinctly branded service encounter is constituted by a system of practices that can be reconfigured and diffused anew in the face of disruption.

The conceptualization of practice innovation as systems reconfiguration establishes a novel approach to understanding innovation in service ecosystems. The COVID-19 pandemic is a unique context to study a sector-wide exogenous extended service disruption. We focus on a firm with an elaborate pre-pandemic service script and commitment to a third-place brand experience guiding its system of practices. We reveal unique insights on practice innovation within service ecosystems during exogenous prolonged disruptions in which brands evolve through the recodification of service scripts and sustained reconfiguration of systems of practice.

Wind power is the most promising renewable energy source in China. The development of digital technologies has brought about unprecedented growth opportunities and prospects for wind power. However, the relationship between digital technology adoption and total factor productivity (TFP) in the wind power industry in China has not been empirically assessed. This study aims to clarify whether and how digital technology adoption affects the TFP of the wind power industry in China.

Based on the data of listed companies in the Chinese wind power industry from 2006 to 2021, this study proposes and verifies relevant hypotheses with two-way fixed effects regression models.

The empirical results indicate that digital technology adoption is the cornerstone of the TFP of China’s wind power industry. Reconfiguration capability and technological innovation serially mediate the above relationship. In addition, the incentive effect of digital technology adoption varies among wind power firms. The impact of digital technology adoption is more significant in firms that are old and located in economically undeveloped regions.

This study is one of the earliest attempts to investigate the relationship between digital technology adoption and TFP in the renewable energy sectors of emerging economies. By integrating dynamic capability theory and the analytical framework of “Capability-Behavior-Performance” into the digital context, this study offers the theoretical insights into how digital technology adoption can enhance organizational reconfiguration capability, thereby stimulating technological innovation and subsequent TFP. Additionally, the impacts of different digital technologies are estimated in entirety, rather than in isolation.

Owing to dual constraints including liability of foreignness and liability of origin when emerging multinationals internationalize, they inevitably face the challenge of overseas legitimation. However, few studies have explored how latecomers cross the threshold of legitimacy in the dynamic context of transnational operation. The purpose of this paper is to unravel the evolution process, triggers and specific strategies of overseas legitimacy threshold crossing of emerging multinationals.

Through the longitudinal case study of Haier Group and Goldwind Sci & Tech Co., Ltd, this study investigates the periodical characteristics of overseas legitimacy threshold crossings and the co-evolution among critical factors influencing the legitimation process in the host country.

First, it summarizes that the legitimacy threshold in the host country experiences a sequential process from pragmatic legitimacy to normative legitimacy, and finally cognitive legitimacy. It is an inevitable choice for emerging multinational enterprises to realize and sustain legitimation from passive adaptation to active creation. Second, it reveals that the triggers for crossing the threshold of overseas legitimacy include periodically dynamic factors – international network linkage and resource system reconfiguration, as well as cross-stage spiral interaction effects. Third, it determines the specific strategies for crossing the threshold of overseas legitimacy, namely, replacement, upgrading and reconstruction of organizational identity, and reveals the important role of insisting on the country-of-origin Facebook in promoting the legitimation.

This study enriches the legitimacy threshold crossing literature from an evolutional perspective, especially the traditional static legitimacy research. This study also reveals the key impacting factors – international network linkage and resource system reconfiguration – and their evolution process interacted with the legitimation process.

The emerging multinationals should break the stereotypes from developed markets in that only creating new cognitive patterns through active legitimate strategies can they truly cross the legitimacy threshold in the host country. The emerging multinationals also need to retain their own home country legitimacy traits – Facebook and balance the relation between the image of the home country and the image of host country.

This paper investigates the process of overseas legitimacy threshold crossing for emerging multinationals in a dynamic context of transnational operation, particularly with respect to the evolutionary role played by international network linkage and resource system reconfiguration.

Strategic leadership plays an important role in achieving organizational success in surviving and growing in a challenging business environment. This study aims to examine the role of strategic leadership in responding to a rare moment in the health industry, which is the combination of government regulations that tend to continue to change and the emergence of COVID-19 pandemic.

A total of 358 respondents from 141 type C and D hospitals in Indonesia participated in this research. This study used six latent variables and 27 dimensions, processed using structural equation modeling.

The results of this study confirmed that resilient leaders will not seek new partners by developing network capabilities; but rather choose to save the hospital first, by resources reconfiguration as response to the unanticipated adversity caused by fusing the government regulation and emergence of the COVID-19 pandemic.

This study makes an important contribution that enables hospital management to develop action plans in response to national health-care regulations coupled with the emergence and extension of the COVID-19 pandemic; as well as the results of the investigation into organizational resources, and to implement strategic resilience capability more effectively.

The COVID-19 pandemic showed that preestablished contingency plans and resilience practices were insufficient to cope with long-term and global disruptions. Companies thus struggled to develop capabilities that ensure their survivability during similar crises. Building on the adaptation-based view (ABV) of supply chain resilience, this study aims to offer an in-depth perspective on survivability in supply chains (SCs).

The paper empirically tests related relationships between adaptation capabilities and practices that ensure operational continuity. Responses from 252 organisations were collected and analysed using partial least squares structural equation modelling.

The results empirically support the ABV’s theoretical propositions and assess the possibilities of intertwining, digitalisation, a circular economy and maturity for the survivability of SCs.

The derived insights are attractive for managers and researchers to foster supply chain survivability and contribute to the increasing efforts of middle-range theorising in logistics and supply chain management research.

To the best of the authors’ knowledge, this study is one of the first studies to define factors enhancing the survivability of SCs through the lens of the ABV.

The purpose of this paper is to determine how knowledge distance, which encompasses cognitive and geographic distance, influences efficiency-centered and novelty-centered business model reconfiguration (BMR), and the moderating role of tie strength.

The authors analyze a sample of 132 Tunisian incumbent firms by multiple hierarchical regressions.

First, the effect of knowledge distance on novelty-centered BMR may differ depending on whether the firm introduces novelty within or outside its organizational boundaries. Specifically, the authors introduce two new types of novelty-centered BMR: intra-novelty and extra-novelty, which respectively take into account whether the reconfigured activities are governed within or outside the focal firm’s boundaries. Second, cognitive distance has an inverted U-shaped effect on efficiency-centered and intra-novelty-centered BMR. Third, tie strength has a moderating role, with varying effects depending on the type of BMR pursued.

This study provides guidance for managers on structuring alliances and collaborations when pursuing BMR. It provides recommendations on partner characteristics, as well as relationship tie strength, that are most beneficial for different types of BMR.

This paper answers the call for research on how knowledge obtained from distant sources can contribute to BMR. Additionally, the paper introduces a previously absent distinction in the BMR literature. The findings suggest that studying the antecedents of BMR should not be limited to the level of design themes but also encompass the level of design elements such as governance.

The study explores the factors affecting the use of smart human resource management 4.0 (SHRM 4.0) practices and its effect on dynamic capabilities and, consequently, on organizational performance.

The authors used socio-technical and dynamic capabilities theory to propose the notable research model. The authors explored the factors driving the use of SHRM 4.0 practices and their contribution to organizational performance through the development of dynamic capabilities. The authors collected data from 383 senior HR managers using a structured questionnaire, and PLS-SEM was used to analyze the data.

The results show that socio-technical factors such as top management support, HR readiness, competitive pressure, technology readiness and perceived usefulness influence the use of SHRM 4.0 practices, whereas security and privacy concerns negatively influence them. Furthermore, the authors also found the use of SHRM 4.0 practices influencing the dynamic capacities (build (learning), integration and reconfiguration) and, subsequently, its impact on organizational performance.

Its novelty lies in developing a model using dynamic capabilities and socio-technical theory to explore how SHRM 4.0 practices influence organizational performance through dynamic capabilities. This study extends the literature on SHRM 4.0 practices, HR technology use, HR and dynamic capabilities by contributing to socio-technical theory and dynamic capabilities and expanding the scope of these theories in the area of HRM. It provides crucial insights into HR and top managers to benchmark SHRM 4.0 practices for improved organizational performance.