Stakeholders and Marketing Capabilities in International New Ventures: Evidence from Ireland, Sweden, and Denmark

Abstract

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.

International entrepreneurship in universities: Context, emergence and actors

“…Such increased levels of activities have led to the growth of spin-off firms. Most spin-offs that emerge from research environments are typically technologically driven, and their expansion into foreign markets has become a commercial priority to generate revenues and thus to recuperate the initial R&D and patent costs over a shorter time frame (Evers et al, 2012).…”

Impact Of Ambıdextrous Marketıng On Market And Fınancıal Performance

“…Some researchers prefer to classify marketing mix as a capability [14,22,35,[37][38][39]56]. Marketing capabilities have been defined as "the integrative processes designed to apply collective knowledge, skills and resources of the firm to market-related needs of the business, enabling the business to add value to its goods and services, adapt to market conditions, take advantage of market opportunities and meet competitive threats" [17,53].…”

Los recursos humanos en las nuevas empresas internacionales. El papel del engagement

“…El incremento de la importancia de las NEI se ha correspondido con una gran cantidad de investigaciones (Glaister et al, 2014) acerca de sus características y de sus emprendedores (Evangelista, 2005;Spence et al, 2011;Kalinic y Forza, 2012;Rasmussen et al, 2012;Odorici y Presutti, 2013), las razones por las que las NEI se internacionalizan de una manera rápida y temprana (Rialp et al, 2005;Zou y Ghauri, 2010;Taylor y Jack, 2013), la relación entre las formas de entrada, la ventaja competitiva y el compromiso de recursos (Gassmann y Keupp, 2007;Ripollés, Blesa y Monferrer, 2012;Zhang y Dai, 2013), la importancia del conocimiento en el proceso de internacionalización (Gassmann y Keupp, 2007;Presutti et al, 2007;Nordman y Melén, 2008), las dificultades de elección del canal de distribución (Gabrielsson y Kirpalani, 2004;Gabrielsson y Gabrielsson, 2011), la importancia de la gestión financiera en estas empresas y la importancia de la confianza, de los contratos (Blomqvist et al, 2008), del marketing y de las tecnologías de comunicación (Evers, Andersson y Hannibal, 2012;.…”

“…(+) comportamiento innovador (Hakannen et al, 2008;Agarwal et al, 2012;Bhatnagar, 2012;Evers, Andersson y Hannibal, 2012;Alfes et al 2013b). …”

“…Además, seguiremos las recomendaciones de Yin (2014), ya que también es uno de los autores más habitualmente citados en los trabajos cualitativos (Andersson y Evangelista, 2006;Freeman y Cavusgil, 2007;Crick, 2009;Evers, 2011;Evers, Andersson y Hannibal, 2012;Sepulveda y Gabrielsson, 2013;Gabrielson, Gabrielson y Dimitratos, 2014;Nummela et al, 2014;Trudgen y Freeman, 2014).…”