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 Type:	Refereed Article
Keywords:	Emerging economies, exploratory marketing , exploitative marketing
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Business and Management
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:	8
Deposited By:	TSBE
Deposited On:	2017-03-08
Last Modified:	2018-03-28
Downloads:	0