“…According to the complexity theory (McCarthy et al, 2006;McGregor, 2012;Freixanet et al, 2020), some relationships cannot be accurately described by linear causality and are scarcely formularized; rather, the theory proposes that new patterns emerge as a result of dynamic interactions (Sprong et al, 2021). Further generalizing about the complementary effect of two related variables, the complexity theory emphasizes interconnectedness and nonlinearity, thereby providing an additional theoretical lens for uncovering dynamic interplay of key factors and capturing emergent impact patterns (Gligor et al, 2022;McLean et al, 2021). From the complexity theory perspective, R&D and advertising, along with the exports, are transformative strategic ingredients for the formulation of a greater competitive edge, thereby generating emergent effects (Freixanet et al, 2020;Gupta and Chauhan, 2021).…”