دانلود رایگان مقاله انگلیسی استراتژی بهره وری و عملکرد ساخت قرارداد صادرکنندگان: استراتژی کشف و بازاریابی - الزویر 2018

ABSTRACT

Contract manufacturing exporters (CMEs) receive a meagre share of global value chain returns, primarily because of the mundane and exploitative nature of the activities they perform in their dependency relationships with lead firms. We posit that CMEs can enhance their performance by capitalizing on their exploitation strategy. Exploitation strategy triggers exploration strategy which requires building marketing capabilities for enhanced performance. Based on data from 154 Vietnamese CMEs, we find significant indirect only mediation effects of: 1) exploration strategy between exploitation strategy and export performance; and 2) marketing capability between exploration strategy and export performance. Further, we find significant indirect only serial mediation of exploration strategy and marketing capability between exploitation strategy and export performance. The findings are also supported and contextualized based on illustrative quotes from face to face semi-structured interviews with senior managers of 10 Vietnamese CMEs. The findings suggest that CMEs' that consciously capitalize on the exploitation strategy by seeking exploration opportunities while building their marketing capability exhibit enhanced performance.

6.4. Conclusions

CMEs can leverage off their exploitation strategy and enhance their performance by pursuing exploration strategy and building their marketing capability. Pursuing exploration strategy balances their portfolio of strategic activities. In this process, building other related capabilities (e.g. marketing capability) is critical for enhancing performance.