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Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy

Author

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  • Nima Heirati

    (Newcastle University)

  • Aron O’Cass

    (University of Tasmania)

Abstract

While it has been advocated that the generation and application of market knowledge shape marketing capabilities to commercialize new products, the weak institutional environment makes access to critical market knowledge challenging in emerging economies. Critically, managerial social ties with business and political institutions may complement the firm’s market orientation (MO) to obtain market knowledge that is not available in the open market in emerging economies. This study draws attention to the differential roles of business and political ties in complementing or inhibiting the effects of market orientation on exploratory and exploitative marketing capabilities in one of the “Next Eleven” emerging economies, Iran. The results help firms operating in emerging economies to identify the conditions under which business and political ties help to overcome institutional limitations, complement market-oriented efforts, and successfully commercialize new products.

Suggested Citation

  • Nima Heirati & Aron O’Cass, 2016. "Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy," Asia Pacific Journal of Management, Springer, vol. 33(2), pages 411-433, June.
    • Handle: RePEc:kap:asiapa:v:33:y:2016:i:2:d:10.1007_s10490-015-9437-9
    DOI: 10.1007/s10490-015-9437-9
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    References listed on IDEAS

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    Cited by:

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    2. Appiah-Nimo Christina & Chovancová Miloslava, 2020. "Improving firm sustainable performance: the role of market orientation," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 780-787, July.
    3. Ashford C. Chea, 2023. "Global Marketing: Emerging Market Economies' Challenges, Opportunities and Effective Marketing Strategy for Success," Business and Economic Research, Macrothink Institute, vol. 13(4), pages 103-122, December.
    4. Bai, Wensong & Kao, Pao & Wu, Jie, 2021. "Returnee entrepreneurs and the performance implications of political and business relationships under institutional uncertainty," Journal of Business Research, Elsevier, vol. 128(C), pages 245-256.
    5. Asghar Afshar Jahanshahi & Alexander Brem, 2020. "Entrepreneurs in post-sanctions Iran: Innovation or imitation under conditions of perceived environmental uncertainty?," Asia Pacific Journal of Management, Springer, vol. 37(2), pages 531-551, June.
    6. Clyde Eiríkur Hull & Zhi Tang & Jintong Tang & Jun Yang, 2020. "Information diversity and innovation for born-globals," Asia Pacific Journal of Management, Springer, vol. 37(4), pages 1039-1060, December.
    7. Cheng, Cong & Yang, Monica, 2019. "Creative process engagement and new product performance: The role of new product development speed and leadership encouragement of creativity," Journal of Business Research, Elsevier, vol. 99(C), pages 215-225.
    8. Tao Wang & Ting Zhang & Zhigang Shou, 2021. "The double-edged sword effect of political ties on performance in emerging markets: The mediation of innovation capability and legitimacy," Asia Pacific Journal of Management, Springer, vol. 38(3), pages 1003-1030, September.
    9. Farndale, Elaine & Beamond, Maria & Corbett-Etchevers, Isabelle & Xu, Shiyong, 2022. "Accessing host country national talent in emerging economies: A resource perspective review and future research agenda," Journal of World Business, Elsevier, vol. 57(1).

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