Leveraging demand-side strategies on the digital platform for global success: The role of innovation speed in non-digital participant firms' internationalization

IF 8.9 1区管理学 Q1 BUSINESS

Journal of World Business Pub Date : 2025-07-08 DOI:10.1016/j.jwb.2025.101661

Yihui Liu , Yi Li , Aiqi Wu , Vikas Kumar

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引用次数: 0

Abstract

While the impact of digital platforms on firms’ international performance has become a topic of interest in the international business literature, few studies examine the mechanisms underlying this effect. We draw upon the demand-side perspective to investigate how non-digital participant firms’ demand-side strategies on the digital platform facilitate their international performance, using firms’ innovation speed as a mediator. Utilizing a sample of 3816 Chinese manufacturing firms participating in platforms to internationalize, we find that demand-driven interaction, one demand-side strategy on the digital platform, fosters international performance improvements for non-digital participant firms through facilitating innovation speed; and the benefits of demand-driven interaction in driving innovation speed are more pronounced when firms belong to industries in which there are fewer foreign firms in the home country. Our study adds to current understanding of international business on digital platforms, as well as contributing to studies that apply a demand-side perspective in international business research.

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利用数字化平台上的需求侧战略实现全球成功：创新速度在非数字化参与企业国际化中的作用

虽然数字平台对企业国际绩效的影响已成为国际商业文献中感兴趣的话题，但很少有研究考察这种影响的机制。我们利用需求侧视角，以企业创新速度为中介，研究非数字化参与者企业在数字平台上的需求侧战略如何促进其国际绩效。利用3816家参与国际化平台的中国制造企业的样本，我们发现需求驱动的互动是数字平台上的一种需求侧战略，通过促进创新速度，促进了非数字化参与者企业的国际绩效提升；当企业所在的行业在本国的外国企业较少时，需求驱动的互动在推动创新速度方面的好处更为明显。我们的研究增加了当前对数字平台上国际商业的理解，并有助于在国际商业研究中应用需求侧视角的研究。

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来源期刊

Journal of World Business BUSINESS-

CiteScore

16.50

自引率

11.20%

发文量

期刊介绍： The Journal of World Business holds a distinguished position as a leading publication within the realm of International Business. Rooted in a legacy dating back to 1965, when it was established as the Columbia Journal of World Business, JWB is committed to disseminating cutting-edge research that reflects significant advancements in the field. The journal actively seeks submissions that propel new theoretical frameworks and innovative perspectives on International Business phenomena. Aligned with its domain statement, submissions are expected to possess a clear multinational, cross-border, or international comparative focus, while remaining pertinent to the study of management and organizations. JWB particularly encourages submissions that challenge established theories or assumptions, presenting pioneering or counterintuitive findings. With an inclusive approach, the journal welcomes contributions from diverse conceptual and theoretical traditions, encompassing allied social sciences and behavioral sciences. Submissions should either develop new theories or rigorously test existing ones, employing a variety of qualitative, quantitative, or other methodological approaches. While JWB primarily caters to scholars and researchers, it values contributions that explore implications for Multinational Enterprises and their management, as well as ramifications for public policy and the broader societal role of business.