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Quadratic effects of dynamic decision-making capability on innovation orientation and performance: Evidence from Chinese exporters

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journal contribution
posted on 19.11.2018, 13:35 by Paul Hughes, Anne SouchonAnne Souchon, Ekaterina Nemkova, Ian HodgkinsonIan Hodgkinson, Joao OliveiraJoao Oliveira, Nathaniel Boso, Magnus Hultman, Abena Yeboah-Banin, J. Sy-Changco
This study examines quadratic effects of three export decision-making approaches (planning, creativity and spontaneity) on innovation orientation, and the direct effect of innovation orientation on export market performance. The model, anchored in decision theory and dynamic capabilities, is tested on a sample of Chinese exporting firms using structural equation modelling. Findings indicate that while a greater proclivity to innovate is beneficial for export market performance, a more complex web of relationship is revealed between the three export decision-making approaches and innovation orientation, providing insights on the operationalization of a dynamic decision-making capability. Specifically, while an increasing level of export planning reduces an exporter’s capacity to innovate, creativity has a positive direct effect on exporter’s innovation orientation, which also benefits from extreme spontaneity in export decision-making. We discuss theoretical contributions and export managerial implications of this dynamic decision-making capability for industrial marketing management.

History

School

  • Business and Economics

Department

  • Business

Published in

Industrial Marketing Management

Volume

83

Pages

59 - 69

Citation

HUGHES, P., ... et al., 2018. Quadratic effects of dynamic decision-making capability on innovation orientation and performance: Evidence from Chinese exporters. Industrial Marketing Management, 83, pp.59-69.

Publisher

© Elsevier

Version

AM (Accepted Manuscript)

Publisher statement

This paper was accepted for publication in the journal Industrial Marketing Management and the definitive published version is available at https://doi.org/10.1016/j.indmarman.2018.11.005.

Acceptance date

14/11/2018

Publication date

2018-12-10

Copyright date

2018

ISSN

0019-8501

Language

en