دانلود رایگان مقاله تعامل بازاریابی و نوآوری

ABSTRACT

Previous research on born-global firms (BGs) has emphasized their strong dependency on establishing a competitive positioning from the early days of their existence. While many researchers emphasized BGs’ innovativeness as a driver of their competitiveness, the capabilities underlying BGs’ innovativeness are still under-researched, specifically, marketing, and innovation-related capabilities. Based on a preliminary stage of in-depth interviews with senior managers, we identified three capabilities, market intelligence generation, marketing adaptability, and team cohesion, that underscore the interaction between innovation and marketing. We then performed a SEM analysis based on data collected from 127 BGs. Our findings indicate that marketing intelligence and team cohesion directly and positively impact BGs’ innovativeness. Marketing adaptability was found to be moderated by environmental conditions— economic development and technological development. When economic development is high, salesforce adaptability enhances BGs’ innovativeness, while product adaptability or communication adaptability decreases BGs’ innovativeness. When technological development is high, product adaptability enhances BGs’ innovativeness, while salesforce adaptability decreases BGs’ innovativeness.

8. Conclusion

Following Rennie’s (1993) initial conclusion regarding BGs’ innovativeness, we have suggested a set of capabilities—market intelligence, marketing adaptability, and task cohesion—as facilitators of firms’ innovativeness. Our findings indicate that when moderated by the environment, adaptability impacts firms’ innovativeness. On the basis of these results, we conclude that alongside innovation and technological capabilities, marketing capabilities are crucial in creating and maintaining value for BGs’ customers. Metaphorically speaking, BGs’ innovation capabilities depend on the firm’s ability to hold its head in the clouds;therein is the vision that drives new generations of products. When practicing its marketing capabilities, the firm’s feet remain firmly planted on the ground as it must in order to keep up to date with its customers’ needs.