ePrints

Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy

Lookup NU author(s): Dr Nima Heirati

Downloads

• Accepted version [.pdf]

Licence

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).

Abstract

While it has been advocated that the generation of market knowledge shapes marketing capabilities that help to commercialize new products, a weak institutional environment in emerging economies makes access to critical market knowledge challenging. Critically managerial social ties with business and political institutions may complement the firm’s market-orientation (MO) to obtain market knowledge that is not available in the open market in emerging economies. However, little is known about how business and political ties complement MO. This study draws attention to the differential roles (complementary and inhibiting) that business and political ties play on the effect of market orientation on exploratory and exploitative marketing capabilities in one of the “Next Eleven” emerging economies, Iran. The results help firms operating in emerging economies to identify the conditions under which business and political ties help to overcome institutional limitations, complement market-oriented efforts, and successfully commercialize new products.

Publication metadata

Author(s): Heirati N, O'Cass A

Publication type: Article

Publication status: Published

Journal: Asia Pacific Journal of Management

Year: 2016

Volume: 33

Issue: 2

Pages: 411-433

Print publication date: 01/06/2016

Online publication date: 12/10/2015

Acceptance date: 31/07/2015

Date deposited: 10/03/2016

ISSN (print): 0217-4561

ISSN (electronic): 1572-9958

Publisher: Springer

URL: http://dx.doi.org/10.1007/s10490-015-9437-9

DOI: 10.1007/s10490-015-9437-9

Altmetrics

Share