Mostafiz, Md Imtiaz and Ahmed, Farhad Uddin and Ibrahim, Fahad and Tarba, Shlomo Yedidia (2024) Innovation and commercialisation: the role of the international dynamic marketing capability in Malaysian international entrepreneurial firms. International Marketing Review, 41 (1). pp. 199-236. ISSN 0265-1335

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Abstract

Purpose – This study aims to investigate how international entrepreneurial firms (IEFs) successfully commercialise innovative products/services internationally. In doing so, the authors examined the role played by the international dynamic marketing capability (IDMC) in the relationship between explorative and exploitative innovation and commercialisation. In addition, the authors also evaluated how the breadth and depth of international networks facilitate IEFs in upholding the effects of the IDMC to influence commercialisation. Design/methodology/approach – To test the research model, structural equation modelling is used based on time-lagged survey data drawn from 201 Malaysian IEFs. To validate the results, additional robustness tests and endogeneity analyses have been performed. Findings – The findings show that the IDMC positively mediates the relationship between explorative and exploitative innovation and commercialisation. Furthermore, the finding exhibits that the effects of the IDMC on commercialisation are positively moderated by the breadth and depth of international networks. Originality/value – Given the fragmented and general nature of the extant marketing research on the IDMC, the study contributes to the international marketing literature by providing rich and nuanced pertinent knowledge. This study advances dynamic capability theory in relation to IEFs by establishing the IDMC as a functional capability suited to enable them to successfully commercialise the products/services resulting from explorative and exploitative innovation.

Item Type:	Article
Keywords:	International dynamic marketing capability; International entrepreneurship; Commercialization; Breadth and depth of international network;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	18935
Identification Number:	https://doi.org/10.1108/IMR-10-2022-0241
Depositing User:	Dr Farhad Ahmed
Date Deposited:	26 Sep 2024 11:07
Journal or Publication Title:	International Marketing Review
Publisher:	Emerald Publishing Limited
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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