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

journal contribution
posted on 2023-05-19, 02:58 authored by Heirati, N, O'Cass, A
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.

History

Publication title

Asia Pacific Journal of Management

Volume

33

Pagination

411-433

ISSN

0217-4561

Department/School

TSBE

Publisher

Springer New York LLC

Place of publication

United States

Rights statement

Copyright Springer Science+Business Media New York 2015

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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