دانلود رایگان مقاله لاتین بازاریابی و نوآوری از سایت الزویر
عنوان فارسی مقاله:
زمان تعامل بازاریابی و نوآوری : مورد شرکت های متولد جهانی
عنوان انگلیسی مقاله:
When marketing and innovation interact: The case of born-global firms
سال انتشار : 2016
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مقدمه انگلیسی مقاله:
1. Introduction
Globalization has grown significantly since the mid-twentieth century, leading to the growing interconnectedness of markets. These changes have resulted in intensified competition leading firms in general and small and medium-sized enterprises (SMEs) in particular to devote more attention to their competitiveness (Carvalho & Costa, 2014) as means of achieving international success (Sok & O’Cass, 2011). The role of innovativeness as a facilitator of firms’ competitiveness (Augusto & Coelho, 2009; Dibrell, Craig, & Neubaum, 2014), as well as of performance (Gebauer, Gustafsson, & Witell, 2011; Hult, Hurley, & Knight, 2004; Rhee, Park & Lee, 2010; Rubera and Kirca, 2012), has long been established. In line with the growing recognition of the role of innovativeness in firms’ success, substantial research attention has been given to the drivers of innovativeness in various types of industries, economies and firms (Hult et al., 2004; Kyrgidou & Spyropoulou, 2013; Radas & Božic, 2009; Rhee et al., 2010). When it comes to smaller firms, however, most research has focused on SMEs in general, neglecting to acknowledge a growing subcategory of SMEs known as born-global firms (BGs), which include small, niche-targeted, technology-oriented firms. BGs are considered entrepreneurial by nature and international by orientation. It is reported that in industrial countries they are responsible for a large portion of export growth (Cavusgil & Knight, 2015). Due to the central role of innovativeness in the international arena in general (Dai, Maksimov, Gilbert, & Fernhaber, 2014) and in BGs’ formation in particular (Knight & Cavusgil, 2004), the gap in research regarding the antecedents of innovativeness for BGs calls for further investigation (Cannone & Ughetto, 2014; Kim, Basu, Naidu, & Cavusgil, 2011; Knight & Cavusgil, 2004). Innovativeness in general has been defined as “a firm’s openness to new ideas and new ways of meeting customers’ needs” (Kim et al., 2011, p. 881). Innovativeness has been noted as crucial to the survival of BGs, either from the organizational culture perspective (Freeman & Cavusgil, 2007; Knight & Cavusgil, 2004; Knight, Madsen, & Servais, 2004), or in terms of the end product or solution (Kim et al., 2011; Kocak & Abimbola, 2009;Weerawardena, Mort, Liesch, & Knight, 2007). Innovativeness stems from organizational capabilities (Hurley & Hult, 1998), of which marketing capabilities represent a central element (Perks, 2000; Shang, Yildirim,Tadikamalla. Mittal, & Brown, 2009). This links well with earlier studies on BGs, which characterize marketing-related processes as the core of BGs’ innovativeness (Knight & Cavusgil, 2004). Though marketing capabilities have received substantial research attention, most previous research addressed the impact of these capabilities on BGs’ performance (Efrat & Shoham, 2012; Hallbäck & Gabrielsson, 2013; Ripollés & Blesa, 2012; Zhou, Wu, & Barnes, 2012), leaving uncharted ground when it comes to the impact of such capabilities on innovativeness. Research connecting marketing to BGs’ innovativeness may therefore shed important light on the contributors to BGs’ innovativeness, and hence to their long-term survival. The pr
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کلمات کلیدی:
Understanding Future-market Focus: How Does it Interact with Concept ... https://books.google.com/books?isbn=0542816601 Lisa M. Lindgren - 2006 The role of traditional marketing research in radical innovation projects appears to be virtually non-existent. Although the Marketing Science Institute, the Institute ... [PDF]Local User-Producer Interaction in Innovation and Export Performance ... ftp://ftp.zew.de/pub/zew-docs/dp/dp0351.pdf by L User-Producer - Cited by 10 - Related articles In order to test the effect of user-producer interaction in innovation on export ... demand for innovations by their customers in their home market, and those that. Knowledge Management for Process, Organizational and Marketing ... https://books.google.com/books?isbn=1615208305 O'Brien, Emma - 2010 - Business & Economics ... a direct, functional relationship between knowledge, marketing and innovation, ... thanks to multimedia tools, ICT allow the development of a virtual, interactive ... [PDF]Frameworks for Understanding Interactive Innovation Processes www.construction-innovation.info/images/pdfs/.../InnovationModels.pdf by K Manley - Cited by 39 - Related articles product development, to production and marketing. Innovation is ... work indicates that 'innovative firms develop more interactions with outside sources of ideas,. Human-Computer Interaction -- INTERACT 2011: 13th IFIP TC 13 ... https://books.google.com/books?isbn=3642237681 Pedro Campos, Nicholas Graham, Joaquim Jorge - 2011 - Computers We have applied user-driven innovation to the case of future cloud services. ... In marketing and human-computer interaction (HCI) research fields, the user role ... Searches related to When marketing and innovation interact interactive marketing campaigns interactive campaigns 2016 interactive marketing campaigns 2016 online interactive advertising examples interactive social campaigns interactive marketing campaign 2016 interactive campaign definition europe it's just next door
