Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/30271
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dc.contributor.authorLiu, G-
dc.contributor.authorChen, Y-
dc.contributor.authorKo, WW-
dc.date.accessioned2024-11-28T20:42:10Z-
dc.date.available2024-11-28T20:42:10Z-
dc.date.issued2024-01-03-
dc.identifierORCiD: Wai Wai Ko https://orcid.org/0000-0002-6637-6591-
dc.identifier.citationLai, G., Chen, Y. and Ko, W.W. (2024) 'The influence of marketing exploitation and exploration on business-to-business small and medium-sized enterprises' pioneering orientation', Industrial Marketing Management, 117, pp. 131 - 147. doi: 10.1016/j.indmarman.2023.12.012.en_US
dc.identifier.issn0019-8501-
dc.identifier.urihttps://bura.brunel.ac.uk/handle/2438/30271-
dc.descriptionData availability: The data that has been used is confidential.en_US
dc.description.abstractOrganisational learning theory proposes firms can gain market knowledge through adaptive processes - marketing exploitation and exploration. Our study examines how these processes impact pioneering orientation, firms' emphasis on launching innovative products ahead of competitors, in business-to-business (B2B) small- and medium-sized enterprises (SMEs). The prevailing view is firms should simultaneously pursue both processes or focus on just one. We challenge this notion and posit B2B SMEs should generally prioritise one process over the other to effectively shape pioneering orientation. However, certain circumstances like upstream supply chain (SC) integration and strong information technology (IT) competence enable firms to optimise benefits by alternating between processes. Our longitudinal analysis of 213 Chinese B2B SMEs supports this argument, revealing marketing exploration has a stronger positive influence on pioneering orientation than exploitation. Furthermore, our analysis shows upstream SC integration alone does not moderate, but combined with robust IT competence, can increase the advantages of marketing exploitation over exploration when fostering pioneering orientation in B2B SMEs.en_US
dc.description.sponsorshipNational Natural Science Foundation of China (NSFC) under Grant Number 72032008.en_US
dc.format.extent131 - 147-
dc.format.mediumPrint-Electronic-
dc.language.isoen_USen_US
dc.publisherElsevieren_US
dc.rightsAttrinution-NonCommercial 4.0 International-
dc.rights.urihttps://creativecommons.org/licenses/bync/4.0/-
dc.subjectmarket pioneeren_US
dc.subjectmarketing exploitation and explorationen_US
dc.subjectsupply chain managementen_US
dc.subjectinformation technologyen_US
dc.subjectorganisational learningen_US
dc.subjectSMEsen_US
dc.titleThe influence of marketing exploitation and exploration on business-to-business small and medium-sized enterprises' pioneering orientationen_US
dc.typeArticleen_US
dc.date.dateAccepted2023-12-14-
dc.identifier.doihttps://doi.org/10.1016/j.indmarman.2023.12.012-
dc.relation.isPartOfIndustrial Marketing Management-
pubs.publication-statusPublished-
pubs.volume117-
dc.identifier.eissn1873-2062-
dc.identifier.eissn1873-2062-
dc.rights.licensehttps://creativecommons.org/licenses/bync/4.0/legalcode.en-
dc.rights.holderThe Authors-
Appears in Collections:Brunel Business School Research Papers

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