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A multi-level investigation of international marketing projects: The roles of experiential knowledge and creativity on performance
Authors:Taewon Suh [Author Vitae]  Mueun Bae [Author Vitae]
Affiliation:a Department of Marketing, McCoy College of Business Administration, Texas State University, 601 University Drive, San Marcos, Texas 78666, United States
b Department of Marketing, Inha University, 253 Yonghyun-Dong, Incheon, 402-751, Republic of Korea
c Boeing Institute of International Business, Cook School of Business, Saint Louis University, 3674 Lindell Blvd, St. Louis, MO 63108, United States
d Department of Marketing, Cook School of Business, Saint Louis University, 3674 Lindell Blvd, St. Louis, MO 63108, United States
Abstract:This study, using a sample of Korean multinational corporations, focuses on testing the relationships between the constructs of experiential knowledge, creativity, and performance in the context of international marketing projects. Relying on a multi-level conceptualization of experiential knowledge and creativity, our findings suggest that process-based creativity is enhanced when the team members have a higher level of experiential knowledge, but outcome-based creativity is not significantly influenced by either team- or firm-level experiential knowledge. It is concluded that, in the context of international marketing projects, the domain-relevant knowledge of the actors (i.e., the team-level experiential knowledge in the foreign markets) largely governs the level of their process-based creativity. The findings also suggest that project performance is directly influenced by firm-level experiential knowledge and process-based creativity, and is indirectly influenced by team-level experiential knowledge through the mediation of process-based creativity.
Keywords:International marketing   Multinational corporations   Project team   Creativity   Performance   Experiential knowledge
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