Internationalization and the Dynamics of Product Adaptation—An Empirical Investigation

Firms competing in foreign markets can choose to make no changes to the physical product and packaging, called a product standardization policy, which keeps costs low. The main drawback of such a policy is that the product might not satisfy customers. Conversely, firms may choose to modify, or to adapt, the physical characteristics or attributes of a product and its packaging to fit the needs and desires of consumers in different countries better, but this increases development, manufacturing, marketing, packaging, and distribution costs. Though product adaptation is a core aspect of customizing an export market offering, little research has investigated modifying the physical product and packaging. To be successful, an adapted product must add sufficient incremental revenue (through increased sales due to better satisfying customer needs and wants relative to competitive product offerings) such that the additional manufacturing and marketing costs that result from adapting the product are recovered. In this article, a model of the product adaptation process is developed. Using mail surveys, information is gathered from managers in 239 U.S. organizations and 302 South Korean organizations, all of which export products. The goal was to understand better the motivation of firms to adapt their products for export markets as well as the performance implications of adapting products. Furthermore, the model was tested in these two countries to determine if the model is robust and to uncover differences between the United States and South Korea. Using structural equation modeling to analyze the data, a positive association was found between the level of product adaptation and profitability at the project level. Second, U.S. firms appear to be more reactive when adapting products for export markets, doing so when laws and regulations in the export market mandate changes relative to the U.S. market. Conversely, South Korean firms appear to be more proactive and to adapt products even when not required by the governments of export markets. Third, greater international product adaptation is linked to a more responsive marketing organization with customer‐focused practices. Fourth, while a positive link was expected between business unit experience and the extent of international product adaptation, inconsistent results were found between the two country samples. For U.S. firms, it was found that greater experience in international business and product design capability is linked to a higher level of international product adaptation. For South Korean firms, however, a negative relationship was found. Greater international product adaptation occurred with less international business and product design experience. These findings are discussed, and areas for future research are noted.     

Value-based sales process adaptation in business relationships

In business relationships, the seller is often expected to adapt to the buyer. The main purpose of this study is to understand how business firms adapt their sales processes to the buyer. The resulting framework, which reveals how different modes of adaptation are contingent upon the type of product being purchased, includes three layers: sales process adaptation, seller–buyer relationship orientation, and the purchasing portfolio. The study is a qualitative one and utilizes a retrospective case study, where the main sources of information are in-depth semi-structured interviews with key informants representing the seller and buyer counterparts in the ICT industry. Our study adds to the understanding of how different modes of adaptation are contingent upon the type of item being sold and purchased. Managerial implications include that to strategically adapt, the seller could focus on the purchasing portfolio. Although previous research has recognized adaptation as a central aspect in relationships, how the sales process could be adapted to the buyer has received little attention. This study focuses on the adaptation of sales to strategically match it to the buyer's situation.     

Strategies for knowledge use in R&D and their implications for innovative performance

We argue that research on R&D strategy and on the use of external knowledge in R&D in particular should differentiate between distinct uses of external knowledge. We distinguish between uses of external knowledge for replication (using knowledge as is) vs. for compounding (building on acquired knowledge by combining it together with internally developed knowledge). We theorize about the respective innovative performance implications of these two strategies and compare them with a self-reliant strategy of internal R&D. We also elaborate contingencies for each strategy, pertaining to firm capabilities and cooperation. We test our predictions using a large sample survey of Dutch innovators in multiple industries. Our findings indicate that compounding firms perform better than replicating firms when the share of sales that consists of innovations that are new to the market is assessed, but they do not outperform firms with an internal R&D strategy. Furthermore, these differences disappear when the share of sales consisting of less novel innovations is studied. This research demonstrates the importance of distinguishing between R&D strategies that replicate vs. compound external knowledge.     

A paradox within the paradox of openness: The knowledge leveraging conundrum in open innovation

Firms’ innovative capabilities and performance increasingly rely on successful search and integration of internal and external knowledge. To this end, firms engage in various open innovation relationships, aiming to create and capture value in multi-actor contexts. This can give rise to a “paradox of openness” due to the contradictory role of knowledge as a key resource that creates value when shared, but also as a source of appropriability challenges. We explore the concept of a “paradox within a paradox;” the knowledge-leveraging paradox embedded within the paradox of openness. We integrate a knowledge-based view with paradox theory and develop a conceptual model to pinpoint core knowledge-related transferability and exposure tensions. We then show how these tensions are inversely moderated by innovation-related knowledge ambiguity. This ambiguity amplifies transferability tensions by making the knowledge more difficult to transfer and integrate across organizational boundaries, while relieving exposure tensions for the same reasons. We discuss potential solutions for resolving these core knowledge-related tensions by identifying separation and restructuring mechanisms that can facilitate simultaneous knowledge transfer and alleviate exposure hazards.     

Spatial proximity and complementarities in the trading of tacit knowledge

We model knowledge-trading coalitions in which the transfer of tacit knowledge is unverifiable and requires face-to-face contact, making spatial proximity important. When there are sufficient “complementarities” in knowledge exchange, successful exchange is facilitated if firms can meet in a central location, thereby economizing on travel costs. When complementarities are small, however, a central location may be undesirable because it is more vulnerable to cheating than is a structure involving bilateral travel between firms. We believe that our framework may help explain the structure and stability of multimember technology trading coalitions, such as Sematech and Silicon Valley.     

Economies of Scope,Resource Relatedness,and the Dynamics of Corporate Diversification

Research summary: The dominant view has been that businesses that are more related to each other are more often combined within diversified firms. This study uses a dynamic model to demonstrate that, with inter‐temporal economies of scope, diversified firms are more likely to combine moderately related businesses than the most‐related businesses. That effect occurs because strong relatedness reduces redeployment costs and makes firms redeploy all resources to better performing businesses. The strength of that effect depends on inducements for redeployment measured as the current return advantage of one business over another business, volatilities of business returns, and correlation of those returns. This study develops hypotheses for those relationships and suggests empirical operationalizations, encouraging empiricists to retest the implications of relatedness for the dynamics of corporate diversification. Managerial summary: It is believed that diversified firms are more likely to combine more‐related businesses because relatedness enables sharing of resources between businesses. Indeed, a firm can apply knowledge created in one business to another business, avoiding costly duplication in knowledge development. Resource sharing also adds value when a firm offers several products, adding the convenience of one‐stop shopping and charging higher prices. However, resource sharing is not the only motivation for corporate diversification. In environments where profitability of businesses changes frequently, firms diversify by redeploying part of resources from an underperforming business to a better performing business. This study uses a dynamic model to demonstrate that, with that second motivation for corporate diversification, firms end up combining moderately related businesses rather than the most‐related businesses. Copyright © 2017 John Wiley & Sons, Ltd.     

Value creation in university‐firm research collaborations: A matching approach

University‐based technological opportunities are often exploited through joint corporate and academic entrepreneurship activities such as university–industry research collaborations. This paper explores the partner attributes that drive the matching of academic scientists and firms involved in these relationships. The paper models the formation of firm–faculty partnership as an endogenous selection process driven by synergy between partners' knowledge‐creation capabilities. The main findings indicate that faculty–firm matching is multidimensional: firms and scientists complement each other in publishing capabilities but substitute each other in patenting skills. Furthermore, firms and scientists with specialized knowledge create more value by teaming with more knowledge‐diversified partners. The paper contributes to the literature on university–industry knowledge transfer and, more generally, to the literature on alliance formation.     

Portfolio of controls in outsourcing relationships for global new product development

Due to increasing globalization and technological discontinuities, firms strive to develop new product capabilities and flexibilities by engaging in outsourcing activities and adopting modular systems. However, these strategies contain risks of opportunistic expropriation of tacit knowledge and costs related to monitoring sourcing partners who are geographically and culturally distant. This study examines the antecedents of control mechanisms through which firms manage the risks and costs associated with outsourcing relationships in global technology-intensive markets. Modularity in design is hypothesized as a moderator of model relationships because it can serve as a substitute for formal or informal controls in a “controls portfolio”.     

Should auld acquaintance be forgot? the reverse transfer of knowledge through mobility ties

While mobility's effect on knowledge transfer to firms that hire mobile employees is well demonstrated, we choose to explore mobility's effect on knowledge transfer to firms that lose these employees. Focusing on this ‘outbound mobility’ allows us to isolate effects of social mechanisms associated with mobility. We find that semiconductor firms losing employees are more likely to subsequently cite patents of firms hiring these employees, suggesting that mobility‐driven knowledge flows are bidirectional. In addition, the outbound mobility effect is pronounced when mobility occurs between geographically distant firms, but attenuates for geographically proximate firms since other redundant knowledge channels exist within regions. Copyright © 2009 John Wiley & Sons, Ltd.     

Replication using templates: Does the unit learn from itself,the template,or both?

Research Summary : Replication of practices is an important value-creating strategy for multi-unit firms, yet they often struggle to share knowledge internally across locations. Drawing on the replication and learning literatures and using data from a Fortune 100 retail chain that implemented a new restocking practice in 280 stores, I examine whether and how templates influence unit learning when replicating new practices. Stores were divided into districts, each with one randomly chosen template and 6–10 replicating stores. A replicating store's prior performance relative to that of its template influences the extent to which the store learns from the template versus from its own experience. These findings suggest that replication involves simultaneously and dynamically learning from both transferred knowledge and knowledge gained from experience. Managerial Summary : Transferring valuable practices within the firm is an important yet difficult task for many firm types, especially multi-unit firms. One way that firms choose to transfer practices is through the use of templates—working examples of the new practice that act as models. Using data from a Fortune 100 retail chain, I show that the use of templates affects the way in which units learn to implement the practice. Because managers face tradeoffs when devoting attention to implementing the new practice, they must balance learning from the template with incorporating their own local experience with the new practice. Overall, my results suggest that choosing many templates is less important than choosing a few templates with superior performance for firms whose units or contexts are similar.     

Knowledge Management, Research Spinoffs and Commercialization of R&D in Australia

This paper proposes that transfer of tacit knowledge is a factor that should be considered by research organizations when they consider technology transfer. It uses a study of spinoffs arising from research of the Commonwealth Scientific and Industrial Organization (CSIRO) to discuss the existing theories of establishment rationale, selection process and support mechanisms which are provided to spinoff firms. It suggests that there are three components to technology transfer and that one of these, the transfer of tacit knowledge, helps to increase survival of these firms. It presents a model which takes account of both institutional and company factors in spinoff establishment.     

Gaining from vertical partnerships: knowledge transfer,relationship duration,and supplier performance improvement in the U.S. and Japanese automotive industries

We study sources of operational performance improvement in supplier partnerships. We argue that supplier performance will benefit most where time‐bound relational assets have developed between a buyer and supplier and the firms exploit the resulting communication efficiency by transferring productive knowledge. We examine the effects of two forms of knowledge exchange together with the prior duration of the buyer–supplier relationship. We find similar interaction patterns in two survey samples of Japanese and U.S. automotive suppliers. The effect of ordinary technical exchanges on supplier performance improvement does not vary with relationship duration. The effect of higher‐level technology transfer, however, grows more positive as relationship duration increases. Other results show relevant contrasts consistent with heterogeneous sourcing behavior between the two countries. The findings highlight the role of relational assets and show that it is important to distinguish between simple techniques and higher‐level technological capabilities when studying interfirm relationships. This research extends the literatures on knowledge transfer, buyer–supplier partnerships, and the performance dynamics of interfirm and intrafirm relationships in general. Copyright © 2002 John Wiley & Sons, Ltd.     

The Relative Importance of Interfirm Relationships and Knowledge Transfer for New Product Development Success*

The relationship and network literature has primarily focused on particular partner types, for example, buyer–supplier relationships or competitor interaction. This article explores the nature and relative importance of different types of interfirm relationships for new product development (NPD) success. The underlying premise of the study is that not only the type of interfirm relationships but also the combination of relationships are important for NPD performance. The interaction with a specific type of partner is expected to influence innovative performance by means of appropriate knowledge transfer. Varying needs for external knowledge, and thus types of relationships, are observed depending on the particular stages in the NPD process, the character of the knowledge base of the firm, and the industrial conditions. The absorption of external knowledge is discussed using the degree of redundancy in knowledge, which is defined as the degree of overlap in the knowledge base of the sender and the recipient of knowledge. Hence, the degree of redundancy has direct implications for the ease and, hence, use of knowledge shared with an external partner. The article is based on data from the Know for Innovation survey on innovative activities among European firms, which was carried out in 2000 in seven European countries covering five industries. The article explores the extent of use of external relationships in collaborative product development and finds that customers are involved more frequently in joint development efforts. Second, the industry association of the most important relationship is studied, and the results show that firms tend to partner with firms from their own industry. The danger in this approach is that firms from their own industry tend to contribute similar knowledge, which ultimately may endanger the creation of new knowledge and therefore more radical product developments. The analyses combine the finding that relationships with customers are used most frequently at both early and late stages of the product development process, with a second and more contradictory finding that at the same time customer relationships have a negative impact on innovative success. Moreover, the combination of customers, with both universities and competitors, has a significant negative effect on innovative performance. The potential causes of this apparent paradox can be narrowed down to two: (1) the average customer may be unable to articulate needs for advanced technology‐based products; and (2) the average customer may be unable to conceptualize ideas beyond the realm of his or her own experience. Based on this evidence the article cautions product development managers to think explicitly about what certain customers can contribute with and, more importantly, to match this contribution directly with their own sense of what direction product development should go in the future. Finally, the role of complementary as well as supplementary knowledge is investigated for innovative success finding that sharing of supplementary knowledge with external partners in NPD leads to a positive effect on innovative performance. The article is concluded by a discussion of the implication of this finding for building knowledge within the firm and for selecting external partners for NPD.     

跨国零售企业母子公司知识转移机制——以沃尔玛为例

零售企业在跨国扩张过程中必然伴随母国知识的转移活动,而由于国情不同,在母公司发展起来的优势知识到了海外市场可能无法适应,知识的内隐程度和地区嵌入程度将影响零售知识的跨国转移效果。本文以沃尔玛为对象,通过研究其在华经营活动,从知识特性的角度分析了母子公司间的知识转移机制。研究发现:知识内隐程度的高低可以影响转移的媒介,地区嵌入程度的高低能够影响知识转移的深度及本土化程度。内隐程度高的知识倾向以人员作为转移媒介,通过人员媒介可以使隐性知识显性化,并逐渐固化成标准化的物件范式;内隐程度低的知识则倾向以物件作为转移媒介。地区嵌入程度高的知识,母公司仅转移知识架构,在华子公司自行建构知识具体内容,以本土化为主;地区嵌入程度低的知识,母公司同时转移知识架构和具体内容,以标准化为主;对那些地区嵌入程度正在降低的知识,可以在初步本土化探索的同时,实施收缩等待战略,待时机成熟再实施与母国相同的标准化转移策略。     

Corporate venturing initiation: the examination of interfirm adaptation,sensemaking, and strategic reactiveness

The innovative outcomes of an ongoing collaborative relationship can encourage new corporate venturing. We propose that, during or after collaborative relationships, firms initiate new corporate ventures depending on the factor of interfirm adaptation, the mediating role of sensemaking, and the moderating factor of strategic reactiveness. The objectives of the analysis are achieved through the mediated moderation model this article describes; drawing on insights from the collective cognitive perspective, the study indicates that corporate ventures are initiated when interfirm adaptation interacts with a higher level of strategic reactiveness and with sensemaking as a mediator. The research findings provide important new implications for the broader domain of social cognitive theory.     

Stimulating 'hot technologies': interorganizational networks in Dutch ceramic research

The role of interorganizational R&D networks between firms and universities in knowledge transfer of advanced technologies is analyzed. The starting assumption (coinciding with reasons of government bodies to support technological cooperation) is that a national knowledge and technology system exists. From this assumption a number of questions that exist about knowledge and technology transfer can be discussed. Notably whether the knowledge push model of technological innovation is valid. This is done through the analysis of the differences in the pattern of external contacts that exists between the scientific, industrial and policy organizations.
Empirical results of a case study of the stimulation of advanced ceramic technology by the Dutch government form the basis. Advanced ceramics is considered to be an emergent technology within the larger framework of generic technologies. However, the Dutch university and industry structure in this area is weak which raises a number of important questions about the possibility to built a technological infrastructure through government support. The paper concentrates on the role of resource and information flows, which characterize the position of specific organizations in the R&D network. The three main positions in this case are occupied by government bodies, various firms and the university and government laboratories.
Two conclusions on knowledge transfer in university-industry cooperation may be drawn. (a) Institutional (government and university) and industrial research networks are different in character and in fact they consist of different network elements. (b) Government policies, in this case, affect the outlook of scientists but not of firms.     

From core to periphery and back: A study on the deliberate shaping of knowledge flows in interfirm dyads and networks

We study 892 Italian motorcycle industry projects carried out via 184 different buyer–supplier and supplier‐supplier relationships to provide evidence on the knowledge dynamics occurring in dyads and networks and to understand the underexplored but important (perhaps even dominant) leading role that some firms play in the evolution of networks and interfirm learning processes. We develop a multiphase model which, from a multilevel perspective addressing different relational subsets, suggests how firms can best organize to generate and exchange knowledge efficiently. We argue that extant theoretical perspectives can profitably draw on our findings to strengthen their dynamic components and help them explain the widely diffused ‘exploring through partner’ strategies more effectively. Copyright © 2013 John Wiley & Sons, Ltd.     

Organizational adaptation in an economic shock: The role of growth reconfiguration

Studies suggest that firms navigating an economic shock can adapt and improve performance by targeting perceived growth opportunities. A puzzle, however, is that an economic shock increases environmental uncertainty and therefore the risk associated with growth reconfiguration. This study finds that growth reduced performance and increased the risk of firm failure during the Asian economic shock of 1997. Growing firms differed in the extent to which they were able to mitigate the constraints imposed by the shock. However, the presence of developed external institutions played a more systematic role in their adaptation than did organizational resources represented by financial slack or product diversification. The deliberate attempt to reconfigure augmented the adverse effect of the economic shock on firm performance and survival. Copyright © 2014 John Wiley & Sons, Ltd.     

Strategic Mutual Learning Between Producing and Buying Firms During Product Innovation

The product innovation activities and strategies employed by successful innovators often differ from those used by firms having more mature products. Marketing strategies for innovating firms can vary along two dimensions of knowledge: technological development (stable and evolving) and market needs (known and emerging). In addition, producers often commit to forms of strategic relationships with their buyers because of the difficulties encountered when buying firms adopt and implement technological innovations. Starting with these two orienting constructs from the literature, Patricia Meyers and Gerard Athaide describe the kinds of learning that develop between producers and buyers when markets for a technological innovation are forming.     

Knowledge complexity and the performance of inter‐unit knowledge replication structures

Research Summary: Intra‐firm replication of complex knowledge is difficult yet critical to firm growth and the exploitation of competitive advantage. Inter‐unit organizational structures can facilitate the replication of complex knowledge between a source unit and a recipient unit. This study examines how inter‐unit organizational structures perform at different levels of knowledge complexity. We dimensionalize the patterns of information‐processing interactions according to three specific factors: the degree of inter‐unit connectivity, the extent of mirroring between the structure and the knowledge configuration, and coordination mechanisms. Simulation analyses offer a set of novel findings on how the information‐processing and bounded‐rationality concerns of organizational design impact the replication performance of the structures. We derive optimal structures for different levels of knowledge complexity, and articulate their theoretical and practical implications. Managerial Summary: The growth of firms often involves redeployment of their complex knowledge to new subunits or markets, in the context of acquisitions, alliances, or the creation of multinational subsidiaries. Complex knowledge is difficult to imitate, and thus, serves as a source of competitive advantage. However, it is also challenging to replicate within a firm, which limits firms’ ability to redeploy their capabilities in pursuit of new opportunities. A proper design of inter‐unit structures can facilitate the replication of complex knowledge between intra‐firm units. This study examines how the design of inter‐unit structures affects the outcome of this replication. Our results suggest that managers in charge of redeployment efforts should be mindful of the connectivity among units, coordination mechanisms, information overload, and the level of knowledge complexity.