Guest editorial: Challenges and opportunities for increasingly turbulent times in business markets

Ruiz-Alba, J.; Rodríguez-Molina, M.; Soares, Anabela

doi:10.1108/jbim-02-2023-603

Cited by 1 publication

(1 citation statement)

References 12 publications

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“…According to Prahalad and Ramaswamy (2004), co-creation involves high-quality interactions that allow customers to create value. In co-creation marketing, companies collaborate and interact with customers and other stakeholders to create value, strengthen relationships and improve satisfaction (Ruiz-Alba et al , 2023; Vargo and Lusch, 2004). Encourage this interactive experience to help individuals and organizations access resources, information and opportunities that may not be available otherwise (Park and Lee, 2018).…”

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

Organizational learning, strategic guanxi networking, co-creation marketing strategy and B2B export performance: evidence from emerging market export venture

Sima,

Chung,

Liu

2023

JBIM

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Purpose Drawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market export ventures. Design/methodology/approach This study selects quantitative methodology because the main objective of this study is to explore the role of export ventures’ performance (past) on guanxi networking, co-creation marketing strategies and present performance. Findings The empirical evidence suggests that guanxi networking and co-creation strategy can mediate the relationship between export venture performance in the preceding year and export venture performance in the following year. In addition, this study also provides some guidance for emerging market export ventures on how to build a strong guanxi networking and create opportunities for collaboration when the effect of export performance in the preceding year on current performance is absent. Originality/value The authors propose the inclusion of strategic guanxi networking-related factors (e.g. top executives’ ties with business-to-business customers, such as distributors in the host market) in the prior performance-current performance paradigm. The outcomes of this study also contribute to extant organizational learning theory research by integrating preceding performance research with the co-creation theory. The study offers new insights into organizational learning and relational governance from the emerging market perspective.

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