How market orientation and outsourcing create capability and impact business performance

For most firms, developing the capability to compete and perform is crucial. The literature suggests that market orientation and outsourcing are two such sources for building capabilities in the marketplace. However, the relative contribution of market orientation and outsourcing to capability and superior business performance is unclear. To bring clarity, two pathways through which market orientation and outsourcing build capability and enhance business performance are proposed. Using data from foreign and Indian firms, the results indicate that both market orientation and outsourcing contribute to building capability, and that outsourcing further contributes to business performance. Also, it was discovered that low‐risk market‐oriented and high‐risk outsourcing firms experienced a positive impact on business performance. The implication of these results for managers is that market orientation and outsourcing can be complementary tools in their efforts to build capability, enhance business performance, and manage risky environmental conditions. © 2009 Wiley Periodicals, Inc.     

Market Orientation and Organizational Learning Capabilities

The platform of contemporary marketing thought is founded upon the marketing concept. While there has been much debate about the precise nature of this concept, related discussion concerning its manifestation, in the form of a firm's market orientation, has developed to suggest that it is a feature exhibited by organizations possessing superior skills in understanding and satisfying customer needs. Despite the favourable externalities likely to accrue to an organization that is market oriented, it has been claimed that for a firm to achieve its full potential to learn about the marketplace, instilling a market orientation is only a first principle. While market orientation provides the norms for responding to the marketplace, this needs to be complemented by appropriate mechanisms and processes for higher-order learning to occur. This article examines such a conceptual argument and empirically investigates the relationship between two key constructs: market orientation and organizational learning capabilities. Data were generated from a survey of medium and large industrial firms and five dimensions of organizational learning capability items are tested against two different groups of firms in terms of their degree of market orientation. As contrasted with low market orientation firms, organizations characterized by high levels of market orientation perceived greater organizational learning capability with regard to the dimensions of strategic awareness, operational flexibility, strategic development processes and managerial skills. Discussion is given to these findings and implications are drawn for business executives and future research.     

Triad lessons: Generalizing results on high performance firms in five business-to-business markets

Significant differences are known to exist among organizations operating in different countries due to different national and organizational cultures, strategic orientations, and management styles. Less clear, however, is whether there are significant patterns of differences in how marketing-related factors drive performance in the most successful firms regardless of country. Building on a previous study of major Japanese firms [Deshpandé et al., 1993. Journal of Marketing 57, 22–27], an exploratory study compared samples of business-to-business relationships of Japanese, English, French, German, and US companies. We found the expected significant differences in organizational cultures, but found no country-specific slopes or intercepts in regressions relating factors such as innovativeness, organizational climate and culture, and market orientation to business performance. Successful firms appear to transcend differences in national culture and develop a common pattern of drivers of success which include primary focus on organizational innovativeness, a participative work climate, and an externally oriented organizational culture.     

Globalization and technology adoption: evidence from emerging economies

This paper examines the role of globalization in the creation and dissemination of technology across firms operating in 30 emerging and developing economies. Firm-level data from four rounds of Business Environment and Enterprise Performance Surveys from 2002 to 2014 is pooled to assess whether international exposure translates into greater propensity for firms to innovate. The viability of different channels of international technology transmission, i.e. exporting and importing activities, foreign licensing agreements and foreign direct investment are studied to analyze whether they indeed succeed in delivering the push to the firms operating in developing countries to innovate and as a result push them closer to the world's technology frontier. The empirical results endorse the view that exporting and importing activities and foreign licensing agreements are important channels for technology transfer. This study also acknowledges country, sector and firm specific characteristics and their differential capacity to benefit from foreign exposure.     

High Performance Firms in a Complex New China

SUMMARY

A study published in the Journal of Global Marketing(Deshpandé and Farley 2000) found that, for a representative sample of Shanghai firms competing in business-to-business markets, success was related to innovativeness, a high level of market orientation, and outward-oriented organizational cultures and climates. Because of the great cultural diversity of China, questions were raised at that time and subsequently as to whether these results generalize to other parts of China. To the extent that the Shanghai results do generalize, the development of a more general strategy for dealing with Chinese business-to-business markets will be feasible. We compare organizational cultures and personal values of managers in representative samples of firms in six Chinese cities. There are indeed systematic differences among the cities- Beijing, Shanghai, Guangzhou, Tianjin, Shenzhen and Wuxi. Shanghai firms seem the best-positioned for transformation to a more market-oriented economy in terms of innovativeness and market orientation. There are also some differences among State-Owned Enterprises, Joint Ventures, Village-Based Enterprises and Wholly-Owned Foreign Subsidiaries. There are, however, clear patterns of similar response among firms which perform well in terms of high levels of innovativeness and market orientation, plus organizational cultures relatively open to outside influences. All kinds of firms seem to draw their managers from a pool of people who hold much the same kinds of values.     

国际外包承接对我国内资企业生产率的影响

跨国外包作为产品内专业化分工在国际市场的延伸,使参与其中的国家和行业生产都得到了专业化分工的好处。作为发展中国家,我国内资企业多利用劳动资源优势参与国际分工,即以外包的承接方身份参与跨国外包。本文首次从外包承接企业角度出发,利用我国制造业内资企业面板数据,实证分析了企业承接外包对其生产率的影响。结果表明,内资企业承接国内的外包业务并不会提高企业的生产率;但是企业承接国际外包会提高企业的生产率。这说明,内资企业在承接国际外包的情况下,能够从国外的外包商那里获得相应的生产技术、工艺或者经营管理知识,从而提高了企业的技术水平,促进了生产率的提高。     

Graft and business in emerging economies: An ecological perspective

In this study we examine how a firm's engagement in graft in emerging economies is shaped by its organizational attributes. Building on the logic of organizational ecology, we envisage that a firm's engagement in graft is influenced by its (1) institutional structure (e.g., public ownership, foreign ownership, and government ownership), (2) market orientation (foreign vs. local market), and (3) firm capabilities (e.g., capacity utilization, product quality, and leadership quality). Using the World Bank's data, we analyzed 1782 firms in China, Brazil, Russia, Poland and South Africa, and found general support for our argument. The results suggest that a firm's engagement in graft is, at least in part, an organizational phenomenon influenced by the firm's founding conditions, required legitimization in the market, and capability conditions.     

Foreign expansion of small firms: The impact of domestic alternatives and prior foreign business involvement

This research analyzes foreign expansions of small firms. In particular, we look at how a small firm's foreign expansion is affected by the join effects of prior foreign business involvement and other factors. We found that when encountering performance downturn and market size decline, small firms with prior foreign business involvement are more likely to use foreign expansion to deal with the problems. This suggests that organizational characteristics mediate the relationship between competitive threats and foreign expansion activities. We also found that small firms' foreign diversification is affected by their product and domestic expansions, suggesting foreign activities of small firms are closely related to their non-foreign strategies.     

International market exit by firms: Misalignment of strategy with the foreign market risk environment

International market withdrawals by firms continue to persist regardless of geography, industry, firm experience, and national origin. The extant literature argues that a host of factors, such as firm characteristics, organizational capabilities, host country environment, international business risks, strategy and strategic choices are among the likely reasons for firms to prematurely exit the markets they have entered. Drawing from the contingency theory, we contend that underlying most market exit events is the misalignment of firm strategy with the foreign market risk environment. This happens when managers fail to optimize strategy formulation and implementation in view of the foreign market risk environment. Based on an in-depth examination of 62 cases of foreign market exits via pattern coding using NVivo 12, we delineate common patterns accounting for market withdrawals. We then formulate propositions with respect to how misalignment between strategy and risk environment interferes with foreign market exits in accordance with the contingency theory. We conclude with a discussion of theoretical implications, managerial recommendations, and suggestions for future research and limitations.     

Market orientation,organizational performance,and the mediating role of crowdsourcing in knowledge‐based firms

This paper establishes the relationships between market orientation and crowdsourcing in knowledge‐based firms for improving their organizational performance. By understanding the relationships among these variables, firms are in a better position to tackle complex business and innovation problems faster and at a lower cost. Results from the Spanish biotechnology and telecommunications sectors show the relevance of social networks for a better adaptation to rapidly changing markets and increasing competitiveness.     

Quality improvement programs: Tools for international competitive advantage

There is growing concern about the long-run success of U.S. industries in the face of increasing foreign competition. Product quality is a strategic business issue. In an effort to gain competitive advantage, some firms are implementing organization-wide quality training programs. Many firms have still to recognize the benefits of a quality orientation, however. This article examines how quality programs are implemented in organizations. It considers factors leading to success in developing a quality orientation and compares the Japanese and American approaches. © 1992 John Wiley & Sons, Inc.     

Growth of industry clusters and innovation: Lessons from Beijing Zhongguancun Science Park

The success of technology parks in promoting technology transfer and attracting clusters of highly innovative firms has motivated countries from around the world in an attempt to promote regional development, including the People's Republic of China. Due to its similarities with other formerly planned economies undergoing transition towards market economies, the Chinese model of technology parks has been closely watched and emulated by other transitional economies. However, despite its economic significance, such development has been largely ignored in organizational research.In this study, I investigate a specific example of an industry cluster in China, the Beijing Zhongguancun (ZGC) Science Park, which has seen the largest cluster of semiconductor, computer, and telecommunication firms in China, consisting of both domestic and foreign invested firms. I examine the origin and growth of industry cluster in a traditionally heavily regulated economy and region, its role in promoting technology transfer and innovation, and challenges firms face in the future. I close by proposing some issues for future research.     

How strategic orientations influence the building of dynamic capability in emerging economies

Under the fierce pressures of the fast changing environments that characterize emerging economies, firms must develop dynamic capabilities to survive the competition. This study examines how strategic orientation helps build dynamic capability and its contingencies in China's emerging economy. A survey of 380 firms indicates strategic orientations are important drivers of adaptive capability, a key element of dynamic capabilities. The effectiveness of strategic orientations is contingent on market dynamics. In particular, when market demand becomes increasingly uncertain, customer orientation has a weaker impact, whereas technology orientation has a stronger effect on adaptive capability. As competition intensifies, both competitor and technology orientations build adaptive capability more effectively.     

Information internalisation and internationalisation—Evidence from Vietnamese firms

Previous research on internationalisation has mainly focused on the collection and use of information. In this article we examine the role of information internalisation in international business activities of Vietnamese firms. A theoretical model incorporating key antecedents and outcomes of information internalisation is developed. The antecedents are market orientation and learning orientation, and the outcomes are international orientation and foreign sales intensity. A survey of 144 Vietnamese internationalising firms was conducted to test the model in conjunction with its two competing models by means of a two-step approach to structural equation modelling. We found that both information internalisation has direct and indirect effects (mediated by international orientation) on foreign sales intensity. Further, market orientation and learning orientation underlie information internalisation. Implications for managers and directions for future research are also addressed.     

The innovativeness of Born-Globals and customer orientation: Learning from Indian Born-Globals

Born-Global firms, a newly emerging organizational form targeting international markets as a primary source of business from their inception, have innovativeness, requiring an intimate knowledge of their customer, as a primary feature. This study explores how a Born-Global's customer orientation leads to innovativeness through technological capability for customer relationship management (CRM) and external customer information management. Our empirical results, based on responses from 154 Indian managers, indicate that a Born-Global's customer orientation is an effective enabler of its innovativeness, whose effects are mediated by technological capability for CRM and external customer information management. Although significantly affected by customer orientation, the results further indicate that relationship quality with the buyer does not influence a Born-Global's innovativeness. When CRM technology and managing customer information obtained from external sources are employed, customer orientation significantly helps maintain the innovativeness of Born-Globals according to the results.     

Factors enhancing the choice of higher resource commitment entry modes in international new ventures

The choice of entry mode in foreign markets is an important strategic decision with major consequences for the success of international new ventures (INVs). It is generally accepted that these firms choose relatively low-resource commitment entry modes to operate in foreign markets. Nevertheless, some researchers have suggested that higher resource commitment entry modes in foreign markets also seem to be competitive strategies for INVs. In this study, from a marketing/international entrepreneurship interface perspective and focusing on organizational issues, we center our attention on international market orientation as a neglected yet important factor in INVs’ choice of higher resource commitment entry modes in foreign markets. We suggest that an entrepreneurial orientation and the timing of international entry are important correlates to an international market orientation. We also suggest that the international learning effort of INVs through their international market orientation has a direct, positive impact on the resources these companies commit to their foreign markets through the use of higher resource commitment entry modes. Accordingly, the model proposes a positive effect of entrepreneurial orientation and early international entry on international market orientation which, in turn, is positively related to higher resource commitment entry modes. The hypotheses were tested on country-level data from Spain, using a structural equation model to analyze relationships between the latent variables.This study extends previous international entrepreneurship research, including insights on antecedents of international new ventures’ choice of resource commitment entry modes in foreign markets. The paper also goes further than previous international entrepreneurship research, by addressing the strategic consequences of rapid entry into foreign markets. Additionally, the results of this work encourage international entrepreneurs to look beyond the explicit value of experiential market knowledge to realize the potential value of international market orientation as an antecedent to higher resource commitment entry modes.     

Welfare gains from Foreign Direct Investment through technology transfer to local suppliers

We hypothesize that multinational firms operating in emerging markets transfer technology to local suppliers to increase their productivity and to lower input prices. To avoid hold-up by any single supplier, the foreign firm must make the technology widely available. This technology diffusion induces entry and more competition which lowers prices in the supply market. As a result, not just the foreign-owned firm, but all firms downstream of that supply market obtain lower prices. We test this hypothesis using a panel dataset of Indonesian manufacturing establishments. We find strong evidence of productivity gains, greater competition, and lower prices among local firms in markets that supply foreign entrants. The technology transfer is Pareto improving — output and profits increase for firms in both the supplier and buyer sectors. Further, the technology transfer generates an externality that benefits buyers in other sectors downstream from the supply sector as well. This externality may provide a justification for policy intervention to encourage foreign investment.     

Co-evolution of institutional and organizational factors in explaining offshore outsourcing

Offshore outsourcing of business functions is widely practiced by firms in advanced economies. Although scholars have argued for various theoretical perspectives in explaining its nature and implications, a coherent explanation of how crucial factors that aid this growing phenomenon coevolve has not been offered. Further, a potential gap in the extant literature concerns inadequate simultaneous attention to clients and providers – the key actors in offshore outsourcing. With an aim to fulfill these research gaps, we provide in this paper an integrated framework wherein we delineate various institutional and organizational factors that coevolve to enable engagement of clients and providers in offshore outsourcing. Our conceptualization draws from information obtained by interviewing 46 executives of 31 firms of the Indian business process outsourcing industry.     

影响我国承接国际软件外包的因素研究

软件外包是兴起最早、发展最成熟的服务外包形式。深入研究影响我国承接国际软件外包发展的因素对于政府和企业采取有针对性的措施,提升我国在国际软件外包市场中的竞争力有着十分重要的意义。本文在文献研究和深度访谈基础上,通过问卷调查实证分析了对我国承接国际软件外包可能产生影响的市场环境、制度环境、政治环境、企业能力和人才成本等五个因素。研究结果表明,市场环境、制度环境和政治环境等宏观层面因素对承接能力的提升有显著影响,其中制度环境影响最大,其次是市场环境,再次是政治环境;而企业能力和人才成本等微观层面因素表现不显著。最后提出了相关的政策建议。     

Affects of alliance entrepreneurship on common vision,alliance capability and alliance performance

The underlying theoretical argument of our study concerns that value from alliance knowledge may be created not only through exploitation and augmentation of the existing organizational knowledge base, but more through entrepreneurial actions in accessing and integrating key strategic resources that exist in the alliance relationship. In this view, our study investigates the role of alliance entrepreneurship with its effects on common vision, alliance capability and alliance performance in penetrating into the foreign markets. This study develops and empirically tests a model that specifically focuses on (1) to what extent alliance entrepreneurship relates to developing a common vision between alliance and organizational knowledge, (2) to what extent alliance entrepreneurship relates to the alliance capability and alliance performance respectively, and (3) to what extent barriers to alliance knowledge acquisition and learning orientation moderate the relationship between alliance entrepreneurship and alliance capability.Based on a sample of 100 ICT firms, findings of our study reveal a positive and significant affect of alliance entrepreneurship on common vision, alliance capability and alliance performance. However, more significant support is received for the relation between alliance entrepreneurship and alliance capability through moderating interaction effects of barriers to alliance knowledge acquisition and firm level learning orientation.