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International Marketing Research: A State-of-the-Art Review and the Way Forward Read chapter Read first chapter

2018 | OriginalPaper | Chapter

Antecedents, Marketing Capabilities Contingencies and Performance Consequences of Innovative Imitation Orientation: A Resource Orchestration Perspective

Authors : Carlos M. P. Sousa, Yu Li, Xinming He

Published in: Advances in Global Marketing

Publisher: Springer International Publishing

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Abstract

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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previous chapter Strengthening Innovation for Greater Exporting: A Strategic Path for Developing Country Firms
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Metadata
Title
Antecedents, Marketing Capabilities Contingencies and Performance Consequences of Innovative Imitation Orientation: A Resource Orchestration Perspective
Authors
Carlos M. P. Sousa
Yu Li
Xinming He
Copyright Year
2018
Book
Advances in Global Marketing

Print ISBN: 978-3-319-61384-0

Electronic ISBN: 978-3-319-61385-7

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-319-61385-7_8