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Innovative imitation orientation, conceptualized as a multidimensional knowledge reconfiguration process composed of learning for adaptation, strategic direction focused on innovative imitation, and transfunctional support mechanism that encourages flexibility in reverse R&D, has received little attention until recently due to exporting firms’ reluctance to admit to this and to discuss it publicly. Our research identifies three organizational-level attitudinal antecedents (export market openness, export competitive aggressiveness, and export market risk avoidance), which affects innovative imitation orientation. Drawing on the resource orchestration perspective, the authors further propose that the four constituent factors of marketing capabilities (communication, distribution, pricing and product management) interact with innovative imitation orientation to enhance export performance.
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- Antecedents, Marketing Capabilities Contingencies and Performance Consequences of Innovative Imitation Orientation: A Resource Orchestration Perspective
Carlos M. P. Sousa
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