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Stakeholders and Marketing Capabilities in International New Ventures: Evidence from Ireland, Sweden and Denmark
J.E. Cairnes School of Business and Economics, National University of Ireland, Galway, Ireland.
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).ORCID-id: 0000-0002-8194-2053
Department of Marketing and Management, University of Southern Denmark, Denmark.
2012 (engelsk)Inngår i: Journal of International Marketing, ISSN 1069-031X, E-ISSN 1547-7215, Vol. 20, nr 4, s. 46-71Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Few studies have examined the dynamic capabilities perspective in the context of international new ventures (INVs) and, in particular, toward their marketing activities. Using a cross-country case approach, this article explores the role of stakeholders in the marketing capability–building processes of INVs in Ireland, Sweden, and Denmark. The study reveals that different stakeholders play a critical role in influencing how INVs build their marketing capabilities to respond effectively to the dynamic nature of international markets in which they operate. The results show that different stakeholder groups (allied, cooperative, neutral, and entrepreneur) can influence the learning processes (single-, double-, and triple-loop) of the firm and can determine the nature of dynamic marketing capabilities (incremental,renewing, and regenerative) needed to create and sustain international competitive advantage. Furthermore, “effectuation logic” can explain how entrepreneurs manage and leverage stakeholder relationships in marketing capability processes to cocreate value for the firm. By incorporating dynamic capabilities, stakeholder, and learning theories, this study offers a dynamic, process-oriented model for INV research and provides much-needed qualitative insights into the dynamic capabilities theory of the firm. © 2012, American Marketing Association.

sted, utgiver, år, opplag, sider
Chicago: American Marketing Association, 2012. Vol. 20, nr 4, s. 46-71
Emneord [en]
international new ventures, marketing capabilities, stakeholders, dynamic capabilities, case method
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-20060DOI: 10.1509/jim.12.0077ISI: 000311877800003Scopus ID: 2-s2.0-84871465221OAI: oai:DiVA.org:hh-20060DiVA, id: diva2:573930
Forskningsfinansiär
Swedish Research CouncilTilgjengelig fra: 2012-12-03 Laget: 2012-12-03 Sist oppdatert: 2018-03-22bibliografisk kontrollert

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