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Firm’s operating contexts and asymmetric perspectives of success versus failure outcomes are two essential features typically absent in research on firms’ implemented strategies. The study here describes and provides examples of formal case-based models (i.e., constructing algorithms) of firms implemented strategies within several of 81 potential context (task environments) configurations – large vs small, service vs production orientation, low vs high competitive intensity, low vs high technological turbulence, and ambiguous settings for each. The study applies the tenets of complexity theory (e.g., equifinality, causal asymmetry, and single causal insufficiency). The study proposes a meso-theory and empirical testing position for solving “the crucial problem in strategic management” (Powell, Lovallo, & Fox, 2011, p. 1370) – firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. A workable solution is to identify/describe implemented executive capability strategies that identify firms in alternative specific task environments which are consistently accurate in predicting success (or failure) of all firms for specific implemented capabilities/context configuration. The study shows how researchers can perform “statistical sameness testing” and avoid the telling weaknesses and “corrupt practices” of symmetric tests such as multiple regression analysis (Hubbard, 2015) including null hypothesis significance testing. The study includes testing the research issues using survey responses of 405 CEO and chief marketing officers in 405 Hungarian firms. The study describes algorithms indicating success cases (firms) as well as failure cases via deductive, inductive, and abductive fuzzy-set logic of capabilities in context solutions.

The purpose of this paper is to shift the research focus from singular investigations of strategic orientations (i.e. learning, technology, market, customer, and competitor) to a broadened exploration of how various combinations of orientations link to firm performance. Further, the paper reveals the mediating role of marketing capability between strategic orientations and firm performance.

Mail and e‐mail surveys were received from 198 Korean executives among the nation's Top 500 firms (across various industries). Generally, multiple regression analyses were conducted to test the various hypotheses.

Data confirm that each strategic orientation has distinct paths through marketing capability (single or multiple, and mediating) that significantly impact firm performance.

Fostering marketing capability, including marketing planning and implementation ability, will have a direct positive impact on firm performance. In addition, companies should understand how differently their cultural resources and orientations affect firm performance.

This paper is the first to argue that a deployment mechanism, marketing capability, is needed between strategic orientations and business performance. The paper further contributes by extending geographic generalizability to Asian countries (since the majority of extant research on organizational orientations and capabilities comes from western countries).

Explores the emergence of market‐making as a viable business model on the Internet. Exploratory field research suggests that business‐to‐business marketers with international audiences might find this environment most in need of the roles an electronic middleman can play. Examines the critical factors which influence success for these new market makers (MMs) and the trade‐offs they must make to ensure that they reach critical mass in the short‐term and create a sustainable position in the long term. Concludes with a set of recommendations to guide would‐be MMs in making these strategic choices.

The purpose of this paper is to provide an integrated framework of complex relations among innovation characteristics, organizational capabilities, innovation potential and innovation performance.

The model is tested using partial least squares (PLS) modeling and 22 high- (96 respondents) and 16 (93 respondents) low-performing innovation projects from nine companies from the European industry.

The results show that the level of innovativeness of the project is an important determinant of product potential, whereas the complexity entailed in innovativeness entices integrative communication among innovation project team members. As expected, projects which are new to the company are related negatively to adequateness of the existing functional capabilities of the firm. The negative effects can be mitigated through integrative communication capabilities. Management can foster communication and knowledge integration through adequate databases and communication structures as well as social relations. Also, higher project potential and successful project performance can be attained through focus on product superiority and quality but also on speed of product introduction into the market.

An integrated framework which includes innovation characteristics, organizational capabilities which bring together project execution proficiency and synergy of firm capabilities with the innovation project, as well as innovation potential and performance is absent in the existing literature. The absence of an integrated framework may be the reason why still a large number of innovation projects result in failure. The emphasis on management of complexities in innovation in the paper requires the focus on the under-explored effect of innovativeness and newness of innovation projects on the functional and integrative communication capabilities of firms. While studies which focus on the synergy between firm capabilities and the innovation project regard mainly the functional capabilities, the inclusion of also the integrative communication capabilities allows the present paper to integrate the synergy view with the view that proficiency of project execution is decisive for innovation project performance (Harmancioglu et al., 2009).

This study aims to offer and validate an integrated marketing capability-product innovations framework. Particularly, it aims to examine the role of adaptive marketing capability in enabling market ambidexterity and incremental as well as radical product innovation. Also it intends to investigate the moderating role of transformational leadership between adaptive marketing capability and market ambidexterity.

Manufacturing firms in Pakistan, an emerging economy, are taken as the context for this study. A designed survey questionnaire is used for data collection. Partial least square technique is employed to empirically validate and test the hypothesized model with a sample of 192 manufacturing firms. Particularly, the two-stage approach in SmartPLS is used to validate measurement models, and structural equation modeling technique is used to test the proposed hypothesis.

The findings not only confirm that adaptive marketing capability is instrumental to both incremental and radical product innovations but also reveal that adaptive marketing capability serves an important antecedent to market ambidexterity shedding new lights on its mediating role in the relationship of adaptive marketing capability with incremental and radical product innovations. Moreover, the results find that the effectiveness of adaptive marketing capability to support market ambidexterity may involve a possible trade-off between exploitation and exploration when the leaders exhibit a low or high level of transformational leadership behavior.

This study contributes to outside-in strategic perspective and contextual ambidexterity literature by revealing the role of adaptive marketing capability as an important enabler of market ambidexterity which, in turn, allows the firm to simultaneously introduce incremental and radical product innovations. In this way, this study advances the current understanding of the antecedents and consequences of contextual ambidexterity. Also, this study provides insight into the types of capabilities needed for the firm's contextual and employees' behavioral adaptation to simultaneously manage exploitation and exploration within the same business unit which was lacking in the previous literature. Further, this study also offers a novel understanding of the conditional role of transformational leadership between adaptive marketing capability and market ambidexterity.

The purpose of this paper is to explore when and how Korean firms learn from internationalization to develop new competencies to serve an international market.

This study adopted a contingency perspective to examine the relationship between organizational coordination and organizational implementation capabilities. A conceptual framework was tested based on data obtained from Korean firms.

The results suggested a discrepancy between the direct and indirect influences of internationalization. On the one hand, there is an inverted U-shaped pattern in the direct relationship between internationalization and organizational implementation capabilities; that is, high levels of internationalization may reduce organizational implementation capabilities. On the other hand, the evidence for a U-shaped moderation suggests that high levels of internationalization can help a firm become capable of amplifying the value of cross-functional coordination in organizational implementation capabilities. In addition, technological changes weaken the positive impact of organizational coordination on organizational implementation capabilities.

Empirical research on the role of internationalization and dynamic environments in the context of new product development (NPD) affirms the importance of testing the curvilinear moderation beyond a linear two-way interaction.

The present study offers insights into the importance of high levels of internationalization in enabling Korean firms to create effective cross-functional coordination to serve an international market with new products.

This is the first review focusing on the role of internationalization in NPD.

The purpose of this study is to create the taxonomy of firms based on the nature of the relationship between market-based resources and marketing capabilities. Anchored in the configuration theory, the present study aims to explore simultaneous roles of market-based resources, i.e. customer orientation and competitor orientation, and marketing capabilities, i.e. the execution of marketing practices and activities within a firm, on firm performance.

A self-administrated questionnaire was used to collect data from chief executive officers or top managers of 220 firms in Bosnia and Herzegovina, a transitional economy in South Eastern Europe.

Drawing on a configuration approach via the latent class analysis, the authors empirically derive four distinct strategic marketing patterns, namely, marketing super achievers, marketing-focused virtuosi, marketing drifters and marketing mass pushers. The findings also highlight how business performance outcomes differ as a function of a class membership.

Cross-sectional research design and focus on a single country are main limitations of the present study. Thus, longitudinal studies in the context of developed and fast-reforming transition economies are advisable for future work.

This study enhances the knowledge on how a firm can configure or bundle its market-based resources and marketing capabilities to produce desired outcomes. Findings suggest that joint attention to building market-oriented culture and developing marketing capabilities seems to pay off. However, the authors found that a lack of market knowledge can be substituted by the firms’ ability to build effective promotional and branding capabilities. Thus, the present study adds to the emerging dialog on the relative importance of alternative strategic orientations in achieving superior business performance.

This study contributes to the strategic marketing literature by examining the synergistic effect of market-based resources and marketing capabilities on firm performance using a configurational approach. It also provides support for the equifinality proposition, suggesting that different “bundles” of market-based resources and marketing capabilities can lead to similar level of performance outcomes.

The purpose of this paper is to investigate the impact of key supplier relationship management (KSRM) – understood as an aggregated supply chain management (SCM) process in the upstream direction – on the overall level of the execution of SCM within organizations.

A conceptual model is developed from a theoretical framework and proposes the capability to do KSRM as a mediator between internal and external SCM resources and SCM execution. A survey of 174 managers representing different supply chain stages is used to test the model through variance-based structural equation modelling.

The findings reveal that external SCM resources directly affect the capability to do KSRM. Nevertheless, internal resources show a considerable indirect impact through external resources and can thus be considered an indirect determinant. The capability to do KSRM in turn impacts upon the level of SCM execution, measured in terms of the integration of business processes, directly and substantially, as well as mediating the effect between SCM resources and the level of SCM execution.

The main contribution of this paper is to empirically demonstrate the potential of KSRM for enhancing the level of SCM execution within organizations and consequently the level of integration in supply chains, leading to higher customer and shareholder value.

The purpose of this paper is to identify process-related value propositions in terms of process execution when using enterprise social media (ESM) for external communication purposes. Additionally, capabilities of ESM technologies to realize the value propositions are identified.

A literature review of case studies, describing ESM usage for external communication purposes, is performed. Further, face-to-face interviews with employees from companies are conducted to complement the findings retrieved from the literature.

It is shown that manifold process-related value propositions for different business processes can be realized by ESM application for external communication purposes. However, certain value propositions and the corresponding capabilities of ESM technologies are particularly emphasized.

This research is different from existing studies about ESM usage because an explicit perspective on business processes is taken. Therefore, the findings contribute to the existing body of knowledge of beneficial ESM usage. Analyzing the literature and interview transcripts underlies a certain amount of subjectivity, a circumstance addressed by engaging two researchers in the coding procedure.

Practitioners discussing potentials of ESM application are provided with concrete hints as to which business processes will most likely profit from the use of social technologies for the external communication with customers.

This paper contributes to a better understanding of the beneficial impact of social technologies on business processes and thus prepares the ground for a better alignment of ESM and processes. An extensive overview of value propositions for a company’s business processes has so far not been compiled in this form.