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- Publisher Website: 10.1177/1069031X18809999
- Scopus: eid_2-s2.0-85058104121
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Article: How Can International Ventures Utilize Marketing Capability in Emerging Markets? Its Contingent Effect on New Product Development
Title | How Can International Ventures Utilize Marketing Capability in Emerging Markets? Its Contingent Effect on New Product Development |
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Authors | |
Keywords | knowledge base market uncertainty marketing capability new product development technological turbulence |
Issue Date | 2018 |
Publisher | American Marketing Association. The Journal's web site is located at http://journals.sagepub.com/home/jiga |
Citation | Journal of International Marketing, 2018, v. 26 n. 4, p. 1-17 How to Cite? |
Abstract | Whether international ventures can benefit from their marketing capability in emerging markets is a critical but underresearched issue. Drawing on the resource-based view (RBV), the authors propose that marketing capability can enhance international ventures’ new product performance. However, its effect is contingent on environmental forces (i.e., market uncertainty and technological turbulence) in the highly uncertain and turbulent environments of emerging markets. Using survey data of international ventures in high-tech industries in China, the authors find that marketing capability is less effective for new product development when firms face high levels of market uncertainty or technological turbulence. At that time, enhancing knowledge breadth represents a critical strategic solution to address the decreased efficacy of marketing capability in driving innovation. |
Persistent Identifier | http://hdl.handle.net/10722/272784 |
ISSN | 2023 Impact Factor: 4.9 2023 SCImago Journal Rankings: 2.178 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Ju, M | - |
dc.contributor.author | Jin, JJ | - |
dc.contributor.author | Zhou, KZ | - |
dc.date.accessioned | 2019-08-06T09:16:30Z | - |
dc.date.available | 2019-08-06T09:16:30Z | - |
dc.date.issued | 2018 | - |
dc.identifier.citation | Journal of International Marketing, 2018, v. 26 n. 4, p. 1-17 | - |
dc.identifier.issn | 1069-031X | - |
dc.identifier.uri | http://hdl.handle.net/10722/272784 | - |
dc.description.abstract | Whether international ventures can benefit from their marketing capability in emerging markets is a critical but underresearched issue. Drawing on the resource-based view (RBV), the authors propose that marketing capability can enhance international ventures’ new product performance. However, its effect is contingent on environmental forces (i.e., market uncertainty and technological turbulence) in the highly uncertain and turbulent environments of emerging markets. Using survey data of international ventures in high-tech industries in China, the authors find that marketing capability is less effective for new product development when firms face high levels of market uncertainty or technological turbulence. At that time, enhancing knowledge breadth represents a critical strategic solution to address the decreased efficacy of marketing capability in driving innovation. | - |
dc.language | eng | - |
dc.publisher | American Marketing Association. The Journal's web site is located at http://journals.sagepub.com/home/jiga | - |
dc.relation.ispartof | Journal of International Marketing | - |
dc.rights | Journal of International Marketing. Copyright © American Marketing Association. | - |
dc.subject | knowledge base | - |
dc.subject | market uncertainty | - |
dc.subject | marketing capability | - |
dc.subject | new product development | - |
dc.subject | technological turbulence | - |
dc.title | How Can International Ventures Utilize Marketing Capability in Emerging Markets? Its Contingent Effect on New Product Development | - |
dc.type | Article | - |
dc.identifier.email | Zhou, KZ: kevinzhou@business.hku.hk | - |
dc.identifier.authority | Zhou, KZ=rp01127 | - |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1177/1069031X18809999 | - |
dc.identifier.scopus | eid_2-s2.0-85058104121 | - |
dc.identifier.hkuros | 300056 | - |
dc.identifier.volume | 26 | - |
dc.identifier.issue | 4 | - |
dc.identifier.spage | 1 | - |
dc.identifier.epage | 17 | - |
dc.identifier.isi | WOS:000451750200001 | - |
dc.publisher.place | United States | - |
dc.identifier.issnl | 1069-031X | - |