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

Heirati, Nima and O'Cass, Aaron (2015) Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy.

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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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Heirati, Niman.heirati@surrey.ac.uk
O'Cass, Aaron
Date : 12 October 2015
DOI : DOI 10.1007/s10490-015-9437-9
OA Location : https://link.springer.com/article/10.1007/s10490-015-9437-9
Copyright Disclaimer : # Springer Science+Business Media New York 2015
Uncontrolled Keywords : Emerging economies, Exploratory marketing, Exploitative marketing, Market knowledge, Business ties, Political ties, New product commercialization
Depositing User : James Marshall
Date Deposited : 17 Feb 2020 11:51
Last Modified : 17 Feb 2020 11:51
URI: http://epubs.surrey.ac.uk/id/eprint/853751

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