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Asia Pacific Journal of Management

Erschienen in:

01.06.2016

Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy

verfasst von: Nima Heirati, Aron O’Cass

Erschienen in: Asia Pacific Journal of Management | Ausgabe 2/2016

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Abstract

While it has been advocated that the generation and application of market knowledge shape marketing capabilities to commercialize new products, the weak institutional environment makes access to critical market knowledge challenging in emerging economies. Critically, managerial social ties with business and political institutions may complement the firm’s market orientation (MO) to obtain market knowledge that is not available in the open market in emerging economies. This study draws attention to the differential roles of business and political ties in complementing or inhibiting the effects of market orientation on exploratory and exploitative marketing capabilities in one of the “Next Eleven” emerging economies, Iran. The results help firms operating in emerging economies to identify the conditions under which business and political ties help to overcome institutional limitations, complement market-oriented efforts, and successfully commercialize new products.

Vorheriger Artikel Subnational institutional contingencies and executive pay dispersion

Nächster Artikel The influence of resource bundling on the speed of strategic change: Moderating effects of relational capital

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Titel: Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy
verfasst von: Nima Heirati
Aron O’Cass
Publikationsdatum: 01.06.2016
Verlag: Springer US
Erschienen in: Asia Pacific Journal of Management / Ausgabe 2/2016
Print ISSN: 0217-4561
Elektronische ISSN: 1572-9958
DOI: https://doi.org/10.1007/s10490-015-9437-9

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