International open innovation and international market success : an empirical study of emerging market small and medium-sized enterprises

Zahoor, Nadia and Khan, Zaheer and Arslan, Ahmad and Khan, Huda and Tarba, Shlomo Yedidia (2022) International open innovation and international market success : an empirical study of emerging market small and medium-sized enterprises. International Marketing Review, 39 (3). pp. 755-782. ISSN 0265-1335 (https://doi.org/10.1108/IMR-12-2020-0314)

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Abstract

Purpose: This paper presents a theorization and an empirical analysis of the influences of international open innovation (IOI) on the international market success of emerging market small and medium-sized enterprises (ESMEs). An analysis of the moderating roles played by cross-cultural competencies and digital alliance capabilities in this specific context is also presented. Design/methodology/approach: The study adopted a quantitative research design involving a survey of 231 ESMEs based in the UAE. The authors formulated some hypotheses and tested them by employing hierarchical regression models. Findings: The findings revealed that IOI positively affects the international market success of ESMEs. The authors further found that both cross-cultural competencies and digital alliance capabilities moderate the relationship between IOI and international market success. Originality/value: The study advances the international marketing, knowledge and innovation management literature in two ways. First, it is a pioneering study that advances both the theoretical and empirical scholarship regarding the relationship between IOI and emerging market firm international market success by employing an extended resource-based view. Second, it further highlights the role played by cross-cultural competencies and digital alliance capabilities as effective governance mechanisms that moderate the relationship between IOI and international market success.

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