Can customization promote product innovation in the global B2B market? Evidence from export manufacturing firms from emerging markets

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2023-01-16 DOI:10.1108/imr-10-2021-0316

Aoran Hong, Xia Li, Yonggui Wang, Mengting Shi

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引用次数: 1

Abstract

PurposeExport manufacturing firms from emerging markets can better meet customer needs by providing customization, which leads to competitive advantages. Although both practice and academic research have deeply discussed customization, the question of whether customization promotes export manufacturing firms' product innovation in the global B2B market is largely unexplored. The purpose of this paper is to address this issue.Design/methodology/approachThis paper collects survey data from 2,248 export manufacturing firms in China and uses hierarchical moderated regression to explore the relationship between customization and product innovation in the global B2B market and their boundary conditions.FindingsThis research shows that customization positively affects export manufacturing firms' product innovation in the context of the global B2B market, and it shows that internal governance structure (contract governance and relationship governance) and external governance structure (legal enforceability) can be used as boundary conditions that affect the relationship. Specifically, contract governance has an inverted U-shaped moderating effect on the relationship between customization and product innovation; moreover, relationship governance and legal enforceability can strengthen the positive relationship between customization and product innovation.Originality/valueThe study explores the relationship between customization and product innovation in the global B2B market and examines the moderating effect of internal and external governance structures. In addition, the study enriches the research related to customization and product innovation in the context of the global B2B market and provides essential practical insight into the survival of export manufacturing firms from emerging markets.

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定制化能否在全球B2B市场推动产品创新?来自新兴市场的出口制造企业就是证据

目的新兴市场的出口制造企业可以通过提供定制来更好地满足客户需求，从而获得竞争优势。尽管实践和学术研究都对定制进行了深入的讨论，但定制是否能促进出口制造企业在全球B2B市场上的产品创新这一问题在很大程度上尚未得到探索。本文的目的是解决这个问题。设计/方法论/方法本文收集了来自中国2248家出口制造企业的调查数据，并采用层次调节回归方法探讨了全球B2B市场中定制与产品创新之间的关系及其边界条件。研究结果表明，在全球B2B市场背景下，定制对出口制造企业的产品创新产生了积极影响，并表明内部治理结构（合同治理和关系治理）和外部治理结构（法律可执行性）可以作为影响关系的边界条件。具体而言，契约治理对定制与产品创新之间的关系具有倒U型调节作用；此外，关系治理和法律可执行性可以加强定制与产品创新之间的积极关系。独创性/价值本研究探讨了全球B2B市场中定制与产品创新之间的关系，并考察了内部和外部治理结构的调节作用。此外，该研究丰富了全球B2B市场背景下与定制和产品创新相关的研究，并为新兴市场出口制造企业的生存提供了重要的实践见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.