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Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy
Citation
Heirati, N and O'Cass, A, Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy, Asia Pacific Journal of mangement, 33, (2) pp. 411-433. ISSN 0217-4561 (2016) [Refereed Article]
Copyright Statement
Copyright Springer Science+Business Media New York 2015
DOI: doi:10.1007/s10490-015-9437-9
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 BNext 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 marketoriented
efforts, and successfully commercialize new products.
Item Details
Item Type: | Refereed Article |
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Keywords: | Emerging economies, exploratory marketing , exploitative marketing |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Human resources and industrial relations |
Research Field: | Human resources management |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | O'Cass, A (Professor Aron O'Cass) |
ID Code: | 115155 |
Year Published: | 2016 |
Web of Science® Times Cited: | 22 |
Deposited By: | TSBE |
Deposited On: | 2017-03-08 |
Last Modified: | 2018-03-28 |
Downloads: | 0 |
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