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Book part
Publication date: 8 November 2021

Bahrun Borahima, Noermijati Noermijati, Djumilah Hadiwidjojo and Ainur Rofiq

Regardless of its relevance for economic development, the influence of strategic orientation by innovation orientation, and strategic marketing by marketing capability on…

Abstract

Regardless of its relevance for economic development, the influence of strategic orientation by innovation orientation, and strategic marketing by marketing capability on firm performance, this interesting study focused on firms with strategic industries (defense and security) in Indonesia. It approached the gap in three ways. Initially, the examination was conducted on the role of innovation orientation, marketing capability, the interaction of innovation orientation and marketing capability on firm performance. The next step was considering the contribution of state-owned enterprise (SOE) and non-SOE. Finally, this relationship was studied in strategic industries of firms in Indonesia. The firm performance in this study, which we chose, was operational performance. The proposed conceptual model would be tested by distributing questionnaires to 41 firms in Indonesia. This study gave insight into the matters, which should be the companies’ focus, to improve their operations’ performance. By using PLS-based structural equation modeling (SEM) analysis, the results of the relationship between innovation orientation, marketing capability, and the interaction between innovation orientation and marketing capability on operational performance were identified. The findings could be clarified via the variations in the characteristics of enterprises (SOE and non-SOE). Moreover, there were clear variations in the findings, which were recognized among the firms’ relatively different characteristics. The main finding was a challenge to generalize the relationship from strategic orientation and strategic marketing to performance. The results of firm characteristics also had considerable managerial relevance. The authors recommend strategic industries (defense and security) in Indonesia in achieving operational performance excellence. Management’s importance is paying attention to the relationship between innovation orientation, marketing capability, and dynamic capability in running a company organization.

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Environmental, Social, and Governance Perspectives on Economic Development in Asia
Type: Book
ISBN: 978-1-80117-895-2

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Article
Publication date: 1 January 2010

Liqin Ren, Guangya Xie and Koos Krabbendam

There are different views on how to gain a sustainable competitive advantage (SCA) for firms. This topic has become an important research area in strategic management. The…

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6967

Abstract

Purpose

There are different views on how to gain a sustainable competitive advantage (SCA) for firms. This topic has become an important research area in strategic management. The purpose of this paper is to provide an approach for Chinese firms to use as a springboard to identify sources of SCA through marketing innovation.

Design/methodology/approach

Based on a cursory review of the generic literature on how to gain SCA, this paper considers innovation as a primary source of a firm's competitive advantage. From a practical viewpoint, marketing innovation is identified as a significant source of SCA, especially for those firms operating in the dynamic and competitive Chinese economic environment. Through an analysis of marketing innovations at the Huawei Technologies Co. Ltd in China, an approach is developed to help managers identify their unique sources of SCA through marketing innovation.

Findings

This study reveals marketing innovation results from a considered analysis of the various marketing factors in the environment and the inter‐relationships between these factors. Subsequently, new sources of SCA can be identified, based on a firm's previous sources of competitive advantage. In this process, different types of competitive advantage are viewed in a holistic framework, which provides the basis for improving firm performance.

Practical implications

The approach developed in this paper offers a basis for managers to identify their firm's unique SCA through marketing innovation.

Originality/value

The paper provides insights for academics and professionals in the field and adds to the literature on emerging economies and SCA.

Details

Management Research Review, vol. 33 no. 1
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 4 October 2021

Armando Papa, Alice Mazzucchelli, Luca Vincenzo Ballestra and Antonio Usai

Previous research focused on open innovation (OI) suggests that enterprises benefit from adopting the journey; however, the relationship among OI, marketing journey and…

Abstract

Purpose

Previous research focused on open innovation (OI) suggests that enterprises benefit from adopting the journey; however, the relationship among OI, marketing journey and knowledge-intensive innovation marketing activities (KIIMA) remains unclear. The present study proposes a conceptual model of the marketing journey linking heterogeneous modes of marketing collaboration to knowledge-intensive activities.

Design/methodology/approach

The conceptual model was tested via ordinary least squares (OLS) linear regression based on a sample of data drawn from the Eurostat database.

Findings

The results indicate that strategies are a robust proxy for evaluating KIIMA, and partnerships, heterogeneous sources of knowledge and different marketing modes for collaboration among European knowledge-intensive firms are core antecedents of KIIMA, such as new-product development and marketing innovation, as well as firms' sustainable competitive advantage.

Originality/value

This study fills the gap by tracking the role of the journey within marketing collaborations on KIIMA, and it intervenes in the debate about interactive marketing innovation mechanisms. The study contributes to OI, knowledge management and the marketing literature by identifying the heterogeneous modes for marketing collaborations under which the marketing journey enhances knowledge-intensive activities such as those for marketing innovation.

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International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 20 September 2021

Shabahat Ali, Weiwei Wu and Sadaqat Ali

Building upon the firm market orientation theories, this study aims to examine the individual and synergistic effects of the firm inside-out and outside-in marketing

Abstract

Purpose

Building upon the firm market orientation theories, this study aims to examine the individual and synergistic effects of the firm inside-out and outside-in marketing capability on its incremental and radical product innovation outcomes.

Design/methodology/approach

By collecting cross-sectional data from 203 manufacturing firms in Pakistan, confirmatory factor analysis in AMOS and hierarchical multiple regression analysis in SPSS are performed to validate the study measurement models and test the hypothesized relationships, respectively.

Findings

The findings of this study suggest both inside-out and outside-in marketing capability critical for incremental and radical product innovation. Specifically, inside-out marketing capability is found positively associated with incremental product innovation and non-linearly (inverted U-shaped) associated with radical product innovation. Conversely, outside-in marketing capability is found positively associated with radical product innovation but non-linearly (inverted U-shaped) associated with incremental product innovation. However, the results indorse that developing synergy between the inside-out and outside-in marketing capability positively impacts both incremental and radical product innovation.

Originality/value

Drawing from the firm inside-out and outside-in market orientation theories, the study extends the existing research on product innovation outcomes from the marketing capabilities perspective. Previous literature highly recognized the value of the firm market orientation and being market-driven in market-based product innovations. However, there was a lack of understanding of how the firm marketing capabilities facilitate incremental and radical product innovation. This study provides a novel understanding of the firm inside-out and outside-in marketing capability role in inducing incremental and radical product innovation which enrich and extend the current literature on firm capabilities and product innovations from a marketing perspective.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

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Book part
Publication date: 3 July 2018

Rajan Varadarajan

The purposes of this chapter are to propose definitions of innovation, product innovation, business model innovation, marketing innovation, innovation strategy, and…

Abstract

Purpose

The purposes of this chapter are to propose definitions of innovation, product innovation, business model innovation, marketing innovation, innovation strategy, and strategic innovation, elaborate on their literature and conceptual underpinnings, and provide an overview of the conceptual domains of innovation, innovation strategy, and strategic innovation.

Methodology/Approach

First, certain definitions of innovation, drawn from literature, are presented. Next, certain definitions that incorporate logically incremental refinements in them are presented. Building on these, definitions of innovation, product innovation, business model innovation, and marketing innovation are proposed.

Findings

Innovation is the creation of value by using relevant knowledge and resources for conversion of an idea into a new product, process, or practice, or improvements in an existing product, process, or practice. Innovation strategy is an organization’s relative emphasis on different types of innovations and the associated pattern of resource allocation, in alignment with its strategy at the corporate and business unit levels. Strategic innovation is the creation of value by using relevant knowledge and resources for conversion of an idea into a new product, process, or practice with the potential to have a major transformational effect on the evolution of markets and industries.

Practical implications

Over the past several decades, there has been a sustained and high level of interest in issues relating to innovation among academics in a number of disciplines, business and social entrepreneurs, business practitioners, and policy makers. Books, journal articles, and business magazine articles provide a number of definitions of innovation and specific types of innovation. Multiple definitions of a construct can be problematic in certain respects and beneficial in other respects. A potential upside of multiple definitions of innovation is the prospect of each being a source of ideas for one or more innovations that benefit society, and an impetus for research focusing on specific questions.

Originality/value

Implementation of an idea, value creation, and use of relevant knowledge and resources are used as constituent elements in the proposed definitions of innovation, product innovation, business model innovation, marketing innovation, and strategic innovation.

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Book part
Publication date: 29 January 2018

Gábor Nagy, Carol M. Megehee and Arch G. Woodside

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and…

Abstract

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al. (2016) in proposing complex antecedent conditions affecting complex outcome conditions. Rather than examining variable directional relationships using null hypotheses statistical tests, the study examines case-based conditions using somewhat precise outcome tests (SPOT). The complex outcome conditions include firms with high financial performances in declining markets and firms with low financial performances in growing markets – the study focuses on seemingly paradoxical outcomes. The study here examines firm strategies and outcomes for separate samples of cross-sectional data of manufacturing firms with headquarters in one of two nations: Finland (n = 820) and Hungary (n = 300). The study includes examining the predictive validities of the models. The study contributes conceptual advances of complex firm orientation configurations and complex firm performance capabilities configurations as mediating conditions between firmographics, firm resources, and the two final complex outcome conditions (high performance in declining markets and low performance in growing markets). The study contributes by showing how fuzzy-logic computing with words (Zadeh, 1966) advances strategic management research toward achieving requisite variety to overcome the theory-analytic mismatch pervasive currently in the discipline (Fiss, 2007, 2011) – thus, this study is a useful step toward solving the crucial problem of how to explain firm heterogeneity.

Details

Improving the Marriage of Modeling and Theory for Accurate Forecasts of Outcomes
Type: Book
ISBN: 978-1-78635-122-7

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Article
Publication date: 23 March 2021

Shabahat Ali, Weiwei Wu and Sadaqat Ali

This study aims to offer and validate an integrated marketing capability-product innovations framework. Particularly, it aims to examine the role of adaptive marketing

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

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Article
Publication date: 4 January 2021

Ajax Persaud, Shu Wang and Sandra R. Schillo

Currently, the bulk of research on marketing innovation focuses on various firm-level dimensions using relationships from the technological (product and process) innovation

Abstract

Purpose

Currently, the bulk of research on marketing innovation focuses on various firm-level dimensions using relationships from the technological (product and process) innovation literature. Research on industry-level differences in marketing innovation is lacking. Testing relationships form the technological paradigm in the context of the marketing innovation paradigm is also lacking. This paper aims to present empirical evidence on both aspects using a large-scale data set.

Design/methodology/approach

This study uses two large-scale datasets, each consisting of approximately 4,000 Canadian enterprises in 18 industries. The data was collected by Statistics Canada in 2009 and 2012 through its nationwide Survey of Innovation and Business Strategies program. Two widely used theoretical frameworks, resource-based view of the firm and the competitive perspective, are used to generate constructs and hypotheses in relation to marketing innovation. The data was analyzed using multi-level logistic regression.

Findings

The findings show that industry-level competition is a much more important driver of marketing innovation than firm-level competition. The authors also show that marketing constructs that are significant in the context of technological innovation are also significant for marketing innovation.

Research limitations/implications

This study extends the firm-level literature by providing evidence of how industry-level dynamics enhances marketing innovation. The study also provides empirical evidence from Canadian enterprises that complement those from other countries.

Practical implications

A deeper understanding of the drivers of marketing innovation can enable managers to enact innovation strategies that can enhance organizational performance, differentiate themselves and enhance customer engagement and brand image.

Originality/value

As one of the few studies to examine industry-level differences in marketing innovation, the authors show that disaggregating competition into industry-level and firm-level provides a clearer picture of how competition advances marketing innovation. Additionally, this study is the first of its kind to provide empirical evidence on Canadian enterprises, thereby complementing evidence on marketing innovation from other countries. Thus, this study makes a theoretical and empirical contribution to the emerging marketing innovation literature.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 8
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 6 June 2016

Yen Hsu

The purpose of this study is to propose a model of a value cocreation strategy (VCS) for analyzing how enterprises adopt innovative, marketing, and design strategies to…

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2283

Abstract

Purpose

The purpose of this study is to propose a model of a value cocreation strategy (VCS) for analyzing how enterprises adopt innovative, marketing, and design strategies to achieve their performance goals through cocreation.

Design/methodology/approach

In the present study, a case study was conducted to establish a preliminary model. Subsequently, 1,000 NPD project managers in information and communications technology industries were approached to complete a two-stage questionnaire survey. The first survey investigated the VCSs they adopted for their marketing, innovation and design activities (valid questionnaires recovered=283). The valid respondents completed a second survey measuring their NPD performance 18 months after launching a new product (valid questionnaires recovered=247).

Findings

A conceptual was constructed to explain the effects of innovation marketing and design cocreation strategies on NPD performance. A partial least squares method was used to test the model showing a good fit between the model and the survey data, indicating the applicability of the proposed model. The innovation marketing and design cocreation strategies of the enterprises affected their NPD performance. Enterprises adopting diverse cocreation strategies improved their NPD performance. The cocreation strategies in the model were independent and mediating variables to NPD performance. A qualitative comparative analysis was performed to examine which strategy configurations affected NPD performance and to explore any regular patterns in them. Finally, a cluster analysis was conducted to investigate four cocreation strategies: market development, technology improvement, cost direction and customer service.

Research limitations/implications

Whether different industry categories involve different characteristics and whether different corporate cultures cause inconsistent result in value cocreation warrants further in-depth investigation. In addition, the two surveys conducted in this study were separated by 18 months, and thus, only the short-term NPD performance could be presented. Future studies are recommended to conduct an extensive exploration of different industries, administer long-term surveys, investigate the different levels of influence of various types of enterprise on the proposed research model or examine the degree of difference in the mechanisms and methods adopted for elevating innovation performance.

Practical implications

Enterprises can reference the proposed approach to optimize their product development and services according to their organizational resources and market advantages to increase their market coverage.

Originality/value

This study was the first empirical study to examine critical factors, such as product innovation, marketing, design and value cocreation strategies, and NPD performance by administering two-stage surveys. Enterprises can reference the proposed method according to their organizational resources and market advantages to develop products and services efficiently and face the ever-changing market.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 13 February 2009

Michele O'Dwyer, Audrey Gilmore and David Carson

The purpose of this paper was to investigate the concept of innovative marketing and how it manifests itself in the context of small‐to medium‐sized enterprises.

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16520

Abstract

Purpose

The purpose of this paper was to investigate the concept of innovative marketing and how it manifests itself in the context of small‐to medium‐sized enterprises.

Design/methodology/approach

The literature relating to the characteristics of SMEs, and innovative marketing are reviewed to identify the key elements of innovative marketing and SMEs. This review and the key elements identified contribute to an overall conceptualisation of innovative marketing for SMEs.

Findings

The discussion considers and provides a description of innovative marketing in SMEs. Innovative marketing does not just relate to products, new product development, and technological development but is also evident in other aspects of marketing related activities and decisions and is very specific to the context and needs of the SME.

Originality/value

The focus of this paper is on taking the relevant themes from the literature and considering them in the light of SME marketing and in the context of SME business activities.

Details

European Journal of Marketing, vol. 43 no. 1/2
Type: Research Article
ISSN: 0309-0566

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1 – 10 of over 104000