International servitization of SMEs in emerging markets: antecedents and boundary conditions

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2023-03-14 DOI:10.1108/imr-10-2021-0319

Nadia Zahoor, M. Christofi, A. Nwoba

{"title":"International servitization of SMEs in emerging markets: antecedents and boundary conditions","authors":"Nadia Zahoor, M. Christofi, A. Nwoba","doi":"10.1108/imr-10-2021-0319","DOIUrl":null,"url":null,"abstract":"PurposeProduct-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their products. Despite scholarly efforts on servitization in domestic markets, the determinants of international product-service innovation remain unclear. Therefore, this study draws insights from dynamic capability (DC) view and aims to examine the international human capital and international product-service innovation relationship. Specifically, the authors argue that the effect of international human capital on international product-service innovation is mediated by international inter-organizational marketing capability (IIMC) and moderated by international market complexity.Design/methodology/approachThe authors test the conceptual model using structural equation modeling on a sample of 211 SMEs operating in United Arab Emirates (UAE) – an emerging market economy.FindingsThe results show that IIMC mediates the relationship between international human capital and international product-service innovation. The authors further found that the indirect relationship between international human capital and international product-service innovation is strengthened when international market complexity increases in magnitude.Originality/valueThis study advances the knowledge on international servitization by examining international human capital and IIMC as the determinants and international market complexity as a moderator. Data collection in the UAE contributes to empirical research on international servitization from emerging markets.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":4.8000,"publicationDate":"2023-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Marketing Review","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/imr-10-2021-0319","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 2

Abstract

PurposeProduct-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their products. Despite scholarly efforts on servitization in domestic markets, the determinants of international product-service innovation remain unclear. Therefore, this study draws insights from dynamic capability (DC) view and aims to examine the international human capital and international product-service innovation relationship. Specifically, the authors argue that the effect of international human capital on international product-service innovation is mediated by international inter-organizational marketing capability (IIMC) and moderated by international market complexity.Design/methodology/approachThe authors test the conceptual model using structural equation modeling on a sample of 211 SMEs operating in United Arab Emirates (UAE) – an emerging market economy.FindingsThe results show that IIMC mediates the relationship between international human capital and international product-service innovation. The authors further found that the indirect relationship between international human capital and international product-service innovation is strengthened when international market complexity increases in magnitude.Originality/valueThis study advances the knowledge on international servitization by examining international human capital and IIMC as the determinants and international market complexity as a moderator. Data collection in the UAE contributes to empirical research on international servitization from emerging markets.

查看原文本刊更多论文

新兴市场中小企业的国际服务化:前因与边界条件

目的产品服务创新（即服务化）为中小企业提供机会，提供与其产品直接相关的服务。尽管学术界在国内市场服务化方面做出了努力，但国际产品服务创新的决定因素仍然不清楚。因此，本研究从动态能力的角度出发，旨在考察国际人力资本与国际产品服务创新的关系。具体而言，作者认为国际人力资本对国际产品服务创新的影响是由国际组织间营销能力介导的，并受国际市场复杂性的调节。设计/方法论/方法作者使用结构方程模型对在新兴市场经济体阿拉伯联合酋长国（UAE）运营的211家中小企业的样本进行了概念模型测试。研究结果表明，IIMC在国际人力资本与国际产品服务创新之间起中介作用。作者进一步发现，随着国际市场复杂性的增加，国际人力资本与国际产品服务创新之间的间接关系得到了加强。原创性/价值本研究通过考察国际人力资本和IIMC作为决定因素，以及国际市场复杂性作为调节因素，推进了国际服务化的知识。阿联酋的数据收集有助于对新兴市场的国际服务化进行实证研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.