{"title":"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","authors":"Aoran Hong, Xia Li, Yonggui Wang, Mengting Shi","doi":"10.1108/imr-10-2021-0316","DOIUrl":null,"url":null,"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.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":4.8000,"publicationDate":"2023-01-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Can customization promote product innovation in the global B2B market? Evidence from export manufacturing firms from emerging markets\",\"authors\":\"Aoran Hong, Xia Li, Yonggui Wang, Mengting Shi\",\"doi\":\"10.1108/imr-10-2021-0316\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":14456,\"journal\":{\"name\":\"International Marketing Review\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":4.8000,\"publicationDate\":\"2023-01-16\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Marketing Review\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/imr-10-2021-0316\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Marketing Review","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/imr-10-2021-0316","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Can customization promote product innovation in the global B2B market? Evidence from export manufacturing firms from emerging markets
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.
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.