Inward Technology Licensing as an Alternative to Internal R&D in New Product Development: A Conceptual Framework

Many marketing practitioners and authors already accept that inward technology licensing (ITL) can be a viable alternative source of new products to internal R&D. Yet, new product development research focuses mainly on internal development with little attention to external methods. Kwaku Atuahene-Gima reviews the small body of literature on ITL and examines the factors that may influence a firm to adopt ITL as an alternative to internal R&D. Using a conceptual framework to provide additional insights, he argues that the ITL adoption decision is an organizational behavioral response to internal and external environmental stimuli.     

The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance*

While the benefits of being market oriented are largely accepted, a group of scholars and managers remain skeptical. Marketing scholars have sought to counter the criticisms leveled against market orientation (MO) by arguing that it has both responsive and proactive dimensions. However, few studies have empirically examined the complexity of the effects of these dimensions on firm performance. Drawing on theories of resource‐based advantage and organizational search behavior, this article advances understanding by arguing that responsive and proactive market orientations have curvilinear effects on product development performance, that their interaction may be positively related to product development performance, and that their effects on new product program performance are moderated differentially by the organizational implementation conditions and marketing function power. Survey results of 175 U.S. firms indicate support for most of the hypotheses. Specifically, whereas responsive MO has a U‐shaped relationship with new product program performance, proactive MO has an inverted U‐shaped relationship with new product program performance. Contrary to the arguments presented here, the interaction of both orientations is negatively related to new product program performance. This study finds that both orientations are needed; however, new product program performance is enhanced when one is at higher level and the other is at lower level. Finally, responsive MO is only positively related to new product program performance under specific conditions such as when strategic consensus among managers is high. On the other hand, the positive effect of proactive MO on new product program performance is further strengthened when learning orientation and marketing power are high. Overall, this study suggests that the effects of responsive and proactive MO on new product program performance are more complex than previously theoretically argued and empirically examined.     

The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures

This study extends research on entrepreneurial behavior by investigating the relationship between the marketing strategy innovativeness (MSI) and new product performance in technology-based new ventures in China. Specifically, premised on contingent resource-based view we argue that MSI is a firm capability that must be bundled with external managerial relationships and be deployed in the appropriate environment to ensure its success. We found that the team's extra industry relationships and market dynamism enhanced the impact of MSI on new product performance. In contrast, top management team's intraindustry relationships, financial relationships, and technology dynamism hindered the impact of MSI on new product performance.     

Board size,corporate regulations and firm valuation in an emerging market: a simultaneous equation approach

We investigate the association between board size and firm valuation for a sample of 169 firms from 2002 to 2011 in South Africa (SA). The SA corporate context is interestingly and uniquely characterised by an urgency to meet affirmative action regulations, such as black empowerment in board appointments, limited qualified and experienced directors, especially black directors, concentrated ownership, weak enforcement of corporate regulations and greater government ownership. These features make SA corporate boards perform a weaker agency (advisory, monitoring and disciplining) role than Western European and US boards, but a stronger resource dependence role, by providing access to resources, such as business contacts and contracts. This suggests that any positive impact of board size on firm valuation is likely to depend on the effective execution of the resource dependence role more than the agency role. Our results suggest that board size has a positive association with firm valuation, consistent with larger boards providing better access to resources. Overall, our results support the resource dependence role of boards more than their agency role. The results are robust across a raft of econometric models that control for different types of endogeneity, as well as different types of accounting and market-based firm valuation measures.     

Revisiting the effect of regional integration on African trade: evidence from meta-analysis and gravity model

Two main shortcomings flaw the estimation of gravity model in previous studies that examined the trade-creating effects of African Regional Trade Agreements (RTAs). First, these studies fail to account for the multilateral resistance term. This omission makes the estimates from standard gravity model bias and inconsistent. Second, there is a significant proportion of zero trade flows, however, these studies also fail to account for them properly. They use either the Tobit model or replace zero flows with arbitrary small values. Apart from these problems, they also exhibit considerable heterogeneity in the RTA effects on trade. In this paper, a meta-analysis of previous empirical studies is conducted to derive a combined effect size and also to explain the heterogeneity. In addition, I use the gravity model to compare the trade-creating effect of the main African RTAs. Using the gravity model, I compare the estimation methods of previous studies to the Poisson pseudo-maximum-likelihood estimator that tackles the zero flows. From the meta-analysis, I find a general positive effect of African RTAs of about 27%–32%. A comparative assessment of the RTAs using gravity model shows a striking heterogeneity.     

Marketing's Influence Tactics in New Product Development: A Study of High Technology Firms in China

It has been widely recognized that marketing's interaction with other functional departments (e.g., R&D) has significant impact on new product success. However, little research addresses how marketing actually behaves in the process of new product development (NPD). Drawing upon marketing, product innovation, and organizational buying literatures, this study contributes to the literature by delineating the types of influence tactics adopted by marketing and investigating how the use of these tactics affects marketing's influence on NPD decisions. Data on 128 new product projects from 114 high technology firms in China were collected from R&D perspective via on‐site interviews. The findings indicate that, from the R&D's perspective, both marketing and R&D seem to have equivalent influence on new product decisions. In terms of usage frequency, the most frequently used influence tactics by marketing are persistent pressure, information exchange, and recommendation (i.e., use of rational logic). Coalition formation (e.g., seeking the support of peers) and upward appeal (i.e., seeking support from superiors) tactics are moderately used. The less frequently used tactics are legalistic plea (i.e., use of rules and regulations) and request. Regarding the effectiveness of influence tactics, the results indicate that persistent pressure, information exchange, and coalition formation lead to higher marketing influence in NPD decisions. However, the use of an upward appeal tactic leads to lower marketing influence. Recommendation, legalistic plea and request tactics are unrelated to marketing's influence. Our results also show that the efficacy of marketing's influence tactics is contingent upon the degree of functional interdependence in the NPD stages and the degree of interdepartmental conflict. Information exchange and coalition formation tactics are more effective at the initiation stage of the NPD process whereas legalistic plea and persistent pressure are more effective at the implementation stage. We further find that legalistic plea is more effective but coalition tactic is less effective when the degree of interdepartmental conflict is higher. Findings of this study provide managers responsible for ensuring market‐oriented NPD with a better understanding of how the influence of marketing in the NPD process may be enhanced. Given our focus on Chinese firms, they also suggest that managers need to be sensitive to the cultural context of marketing influence.     

Regional Integration,Bilateral Diplomacy and African Trade: Evidence from the Gravity Model

The paper examines the impact of two main instruments of economic diplomacy — regional integration and commercial diplomacy on export flows among African states. We test whether there is any evidence of a trade‐off or complementary interaction between these two instruments in trade facilitation using the gravity model for 45 African states over the period 1980–2005. The results show that bilateral diplomatic exchange is a more significant determinant of bilateral exports among African states compared to regional integration. We also find that the trade–stimulating effect of diplomatic exchange is less pronounced among African countries that shared membership of the same regional bloc.     

Role of international politics on agri‐food trade: Evidence from US–Canada bilateral relations

A well‐functioning trade relationship between Canada and the United States is crucial to the economic vitality of the Canadian agri‐food industry. However, agri‐food trade is more susceptible than other sectors to political interventions. The Trump presidency has strained Canada–US relations and his trade policy actions have significantly increased trade restrictions and trade policy uncertainty and undermined the rules‐based global trading system. We examine the pattern of agri‐food trade between the two countries and find that the upward trajectory of bilateral agri‐food trade ended in 2013. Although this flatlining predates the Trump administration, we show that Trump increased trade policy uncertainty starting in 2017 and likely impacted further expansion of trade. We examine what might change under the Biden presidency and argue that the new administration is likely to restore strong relationships with allies and work to rebuild important international institutions such as the World Trade Organization (WTO). Although protectionist forces will continue to impact bilateral agri‐food trade, we expect closer political ties between a Biden administration and the Canadian Prime Minister. This should have a positive effect on the Canadian agri‐food industry by reducing trade uncertainties, thereby increasing agri‐food trade between Canada and the United States.     

Determinants of Inward Technology Licensing Intentions: An Empirical Analysis of Australian Engineering Firms

This article empirically examines the factors that affect Australian engineering firms' propensities or intentions to adopt inward technology licensing (ITL) as a new product development method. Kwaku Atuahene-Gima reports results indicating that the major factors that influence the firm's propensity to adopt ITL are previous ITL experience, perceived relative costs and benefits of ITL, awareness of ITL opportunities, and the firm's internal new product development and R&D capabilities. The findings afford managerial insights into the firm's technology acquisition and marketing strategies.     

Measuring Multi‐Membership in Economic Integration and Its Trade Impact: A Comparative Study of ECOWAS and SADC

One of the intriguing aspects of African regional trade agreements (RTAs) is the extent of multi‐membership, where many African countries are members of more than one RTA. Using a gravity model for 25 countries and the years 1980‐2006, we measure the extent of multi‐membership and compare its impact in two major African regional blocs, Economic Community of West Africa States (ECOWAS) and Southern Africa Development Community (SADC). We find that the impact of multi‐membership critically depends on the characteristics of the multi‐membership of regional integration initiatives. We find a positive impact if an additional membership complements the integration process of the original regional integration initiative: overlapping memberships had a much stronger and significant positive effect on bilateral trade within ECOWAS compare with an insignificant impact within the SADC.