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The automotive industry introduces a sizable number of new automobile products annually. The naming of new products may have significant impact on their market performance. Diverging from prior research on the impact of product names, companies' innovative consciousness endows them with a certain level of proactive positioning, thereby implementing independent naming strategies after considering product factors and consumer preferences passively. This paper analyzes the drivers of the market performance of sequential products on the naming of new products in Chinese automotive industry. We collected market share data and names of various car series from January 2007 to September 2022. Then, we calculated semantic distances between names and performed empirical tests. Our findings show that firms demonstrate a risk preference pattern contrary to traditional prospect theory when using the previous car series' market share as a reference point. In the interplay between market orientation and risk preferences, the relationship between the market share of the last car series and the similarity in names between old and new car series follows an inverted U-shaped pattern. This study extends the discussion on risk preferences within the behavioral theory of the firm (BTOF) and proposes a decision mechanism for product naming that considers market and firm factors during the response phase of market orientation. [ABSTRACT FROM AUTHOR]

Purpose: Drawing on capability theory, this study aims to examine the interplay of learning orientation, market orientation and stakeholder engagement in fostering social enterprise innovativeness. Design/methodology/approach: A survey of 1,044 Australian social enterprise executives and managers tested hypotheses in a mediated moderation model using structural equation modelling. Findings: Nested model comparisons revealed key insights: market orientation partially mediates the relationship between learning commitment, open-mindedness and innovativeness. High stakeholder engagement hinders learning commitment's effect on innovativeness while enhancing open-mindedness' impact. Shared vision negatively affects innovativeness. Control variables highlight gender-based perceptions, with female executives viewing market orientation and innovativeness less favourably than male counterparts. This study underscores the importance of heightened market orientations in hostile business environments. Research limitations/implications: Findings prompt further investigation into stakeholder engagement's negative impact on learning commitment and shared vision's effect on innovativeness. It is crucial to recognise gender perspectives in strategy and align internal practices with external conditions. Originality/value: This study clarifies the interplay between learning orientation, market orientation and stakeholder engagement in fostering innovativeness amid contradictory findings. It advances social enterprise research by introducing a capability-based approach to cultivate innovativeness, challenging dominant customer-focused strategies to enhance organisational performance. [ABSTRACT FROM AUTHOR]

This study examines the relative efficacy of entrepreneurial orientation (EO), market orientation (MO), and entrepreneurial marketing (EM) as moderated by various environmental and organizational factors including firm size. Using structural equation modeling and representative cross-sectional data of small, mid-sized, and large firms from the United States, the research finds that EO outperforms EM and MO in conditions of low competitive intensity, low market growth, and high supplier power. EO is also most viable for small firms, and those with smaller and less diverse networks. In contrast, MO performs best for large firms, and firms with diverse and strong networks, operating in high growth, low turbulence markets, and when supplier power is low. Finally, EM excels under conditions of high market turbulence, competitive intensity, and supplier power, for mid-sized firms, and firms with low network strength. [ABSTRACT FROM AUTHOR]

Purpose/rationale: Chinese football governance has dramatically changed during the last decade. Consequently, the organisation of the top-tiered Chinese Super League (CSL) developed from a rigid communist, state-governed model to a commercialised market, though still under governmental influence. Football fans became a key stakeholder group following this organisational change. Therefore, this study examines supporters' attitudes towards the governance of their domestic league. Design/methodology/approach: Active fans of the CSL (N = 453) were surveyed via clustered intercept sampling outside the stadium gates at five matches with ten different teams involved to ensure the reliability, validity and variance of responses. The data were analysed by (ordered) logit regressions with respect to attitudes towards the commercialisation of the CSL with nearly fifty explanatory variables. Findings: A key finding is that supporters tend to appreciate commercialisation as evidence of progress of the Chinese professional football. This attitude can be attributed largely to past governance failures of the CSL and the positive connotation of increased market orientation as a counterbalance to governmental control. Regression analyses, however, reveal the emerging characteristics of the Chinese fan culture and provide evidence of contradictions in the attitude patterns as well as a likely increase in fans' resentment of more commercialisation. Research contribution: The empirical insights into Chinese fan culture extend the understanding of the governance and commercialisation of professional football beyond the more researched European markets. [ABSTRACT FROM AUTHOR]

Investors and managers of firms producing cultural products have long confronted the problem of low success rates. This study proposes a model arguing that corporate governance, in addition rates organizational learning, improves market orientation, which in turn influences the performance of cultural products. To support our model, this study collects 607 music videos produced by South Korean and Taiwanese entertainment companies. We measure their market orientation via the simple market research technique of data mining and examine the degree to which the characteristics of firm products are consistent with the results of market research. We find that market orientation is positively related to product performance. We also find that both corporate governance and organizational learning improve market orientation. Building on past research that has exclusively conceptualized market orientation as firm capabilities that could be improved by organizational learning, this study further suggests that agency problems between investors and artist managers hinder firms' market orientation, and could be mitigated by strong institutions in corporate governance. [ABSTRACT FROM AUTHOR]

Recent marketing literature suggests that brand orientation is an alternative concept for the public health because it is believed to address the shortcomings of market orientation. Brand orientation is specifically of interest to the sector of healthcare, due to the complex nature of the sector. The purpose of the study described in this paper was to find out what the possibilities are of brand orientation for local healthcare providers. The study shows that brand orientation is relevant for physical therapy primary healthcare organizations (PTPHOs), but is not always adopted effectively. PTPHOs are strongly focused on the patient as the only stakeholder. A more powerful option would be to choose a brand positioning strategy for all relevant stakeholders. PTPHOs have to design integrated marketing activities to encourage consumers directly to use our products/services, and to encourage suppliers, distributors, and other key stakeholders to promote our products/services to consumers. In order to safeguard their role and position in the context of community care for the future, the PTPHO is challenged to become more active and more visible, and must collaborate more with other (healthcare) professionals in the community, broaden their services, and focus more on the (future) needs of the citizen. [ABSTRACT FROM AUTHOR]

The 2003 reform of the Common Agricultural Policy, which decoupled farm subsidies from production, was expected to increase farmers' market orientation and to positively impact farm productivity. This theoretical effect of decoupling on farm performance has been verified in a few ex-post analyses. However, these studies lack important aspects of farm-level policy impact evaluations. First, they do not use a well-defined counterfactual scenario, second they do not account for farm heterogeneity when measuring performance and third they do not assess farm performance in a comprehensive manner. We address these shortcomings by combining quasi-experimental empirical methods with a latent-class production function. Using UK and French farm-level data, we show that farms indeed operate with distinct production technologies and that decoupling had positive and significant effects on productivity. Our results further show that under decoupling, farmers tend to diversify their businesses while keeping environmental pressure at a similar level as with coupled support. [ABSTRACT FROM AUTHOR]

This research aims to analyze the influence of market orientation on innovation capability and marketing performance, as well as examine the mediating role of innovation capability in the relationship between market orientation and marketing performance. The results of this quantitative research show that market orientation contributes to marketing performance and the formation of innovation capabilities, and that innovation capabilities of SMEs are reflected in attractive and safe products. This research contributes to an understanding the dynamics of market orientation, innovation, and marketing performance in SMEs in the context of Lamongan Regency. Managerial implications and policy recommendations are outlined based on research findings, with the hope of providing guidance for SMEs and related parties on improving marketing performance. These findings support the theory that market orientation can improve marketing performance with innovation capabilities. The practical implication of this research is that SMEs can strengthen their market orientation to increase product innovation. [ABSTRACT FROM AUTHOR]

Protecting the environment has turned into a competitive market problem, affecting the success of small businesses. Much research has been done on the direct links between green entrepreneurial orientation, green market orientation, green innovation, and SME success. However, few studies look at the indirect links through the lens of green innovation. This study aims to find out if green market orientation and green entrepreneurial orientation impact the success of small and medium-sized businesses. PLS-SEM is used to test the theories quantitatively. Conversations with Batik SME business owners in Ponorogo City were used to gather data. Thirty people took part in this study. The results show that green market orientation and green entrepreneurial orientation have both direct and indirect effects on the success of small businesses. Green innovation also has a direct impact on the success of small and medium-sized enterprises, as well as affects green business orientation and green market orientation. [ABSTRACT FROM AUTHOR]

In pursuit of technological development, China has created new organizations to promote innovation. This brief examines New Research and Development Institutes (NRDIs), which are designed to foster knowledge transfer to industry. NRDIs were pioneered in Guangdong province in the 1990s, and have gained prominence in China's national science, technology, and innovation policies since the 13th Five-Year Plan (2016–2020). NRDIs are defined by their market orientation and extremely flexible organizational form. They work by establishing "innovation platforms" with local governments and private knowledge actors to carry out research and development (R&D), commercialize scientific and technological achievements, incubate local technology industries, and cultivate high-end talent. NRDIs have been instrumental to regional development in Guangdong, and especially Shenzhen, where they have succeeded in attracting talent from outside the region. NRDIs have important policy implications for international competition for talent. Understanding NRDIs is crucial for other countries that want to improve their own inter-regional innovation resources and respond to the challenge of China's drive to attract global talent and knowledge resources. [ABSTRACT FROM AUTHOR]

Copyright of Contaduría y Administración is the property of Facultad de Contaduria y Administracion-Universidad Nacional Autonoma de Mexico and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The antecedents and determinants of entrepreneurial capabilities and competencies remain one of the incontestable questions that drive the exploitation and discovery of effective financial and digital opportunities. In the present paper, we propose a conceptual model based on Kirzner's alertness theory [entrepreneurial alertness] and rely on two factors [entrepreneurial orientation and marketing orientation] as key accelerators of entrepreneurial financial alertness. We assume that entrepreneurial financial alertness (EFA) might have a direct impact on entrepreneurial finance-based digital transformation (EFDT), which in turn, is expected to predict both innovation entrepreneurial finance (IEF) and SMEs' entrepreneurial performance (SMEEP). Structural equation modeling (SEM) was employed using data collected from a purposive sample size of 214 Jordanian entrepreneurs. Our findings largely support the impact of EFA on EFDT. EFDT was also supported having a significant impact on both IEF and SMEEP. Our study has many implications for both researchers and practitioners in the area of entrepreneurial finance-based digital transformation. The study has great added-value by proposing and examining a solid theoretical foundation covering the most influential factors that drive digital entrepreneurial transformation as such transformation stands as an emerging and pressing issue, not fully tackled by prior studies. [ABSTRACT FROM AUTHOR]

The global pandemic has significantly impacted the economy, tourism industry, and its supporting industries. Many market areas of the tourism industry, including hotels, restaurants, and travel agents, have reached a point of saturation. To better understand how environmental uncertainty affects travel agency performance, this research will investigate the organizational strategic orientation's mediating impact. A questionnaire is used to gather the data, which is subsequently subjected to PLSSEM analysis. The population consisted of travel agent's manager across Indonesia, from which 75 were selected using purposive sampling. According to the findings, technology uncertainty affects the strategic orientation that organizations choose, and this includes entrepreneurial and market orientations, which might affect the learning orientation and organizational performance of travel agency organizations. [ABSTRACT FROM AUTHOR]

Copyright of International Journal of Professional Business Review (JPBReview) is the property of Open Access Publications LLC and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

While data-driven innovation (DDI) is receiving substantial attention from academics and industry specialists, there is limited research on its dimensions and effects in marketing. We address this theoretical gap by examining the following research questions: 'What are the necessary firm-level capabilities of DDI and its effects in a marketing environment?' Drawing from the resource-based view (RBV), dynamic capabilities (DC), and market orientation theories, this study presents a data-driven innovation capabilities (DDIC) framework and proposes a new conceptualisation with new data product performance through new data product creativity. Based on a systematic literature review and thematic analysis, the findings offer seven propositions to enrich the emerging DDI theory in marketing and guide managerial decision making. [ABSTRACT FROM AUTHOR]

According to international entrepreneurship scholars, the success of Born Globals (BGs) depends on their capacity to develop an organizational ambidexterity perspective, i.e. a dual function of simultaneous knowledge exploration and exploitation. In this respect, it has been pointed out that ambidexterity can be associated with the ability to balance the development of different strategic orientations (SOs), namely, entrepreneurial orientation (EO), market orientation (MO), and learning orientation (LO). While several authors have investigated the impact of MO, EO and LO on BGs' performance, the results of such research are often inconsistent. Based on the resource orchestration view, we assume that the combined – rather than the single – contribution of resources and capabilities provided by EO, MO, and LO, ultimately result in a superior export performance. Such an indicator is typically adopted to evaluate international performance, especially for micro and small companies. More specifically, the study aims to verify the significance of dyadic (namely, MO*EO, EO*LO, and MO*LO) and triadic (MO*EO* LO) interactions of the SO typologies on BGs' export performance. Moreover, the paper aspires to verify if some of these interactions are more relevant than others. We test our hypotheses on a sample of 100 Italian hi-tech BGs located inside a technological cluster near Rome through a longitudinal analysis. Our findings show that all the investigated interactions positively and significantly impact on the BGs' export performances, independently of the adopted measurement variable. However, a certain type of hierarchy emerges among the different impacts of the investigated interactions among the three SO typologies. [ABSTRACT FROM AUTHOR]

Digitalization has forced emerging market (EM) firms operating in resource-constrained environments to adopt market-driven strategies, particularly frugal innovation, to provide affordable, optimized processes and high-value solutions. However, understanding the mechanisms behind developing frugal innovation capability (FIC) at the firm level in diverse EMs remains limited. From the perspective of the resource-based view, this study added to the existing body of knowledge by exploring how strategic orientation (entrepreneurial orientation (EO) and market orientation (MO)) and organizational ambidexterity (OA) impact the development of FIC in EMs. To empirically validate our theoretical predictions, this study used a cross-sectional survey to collect data from 386 valid respondents from Tanzanian manufacturing firms. The results demonstrate that both EO and MO have a strong and positive relationship with OA and the development of FIC in EMs. In addition, OA partially mediates the relationship of both EO and MO with the development of FIC. Furthermore, our results indicate that MO exerts a more significant impact on the development of FIC than EO in EMs. Managers of manufacturing firms in EMs can use these findings to review their strategic decisions and their exploitative and exploratory approaches to enhance supply chains, develop cost-effective technologies, and produce affordable offerings that cater to the preferences of price-conscious consumers in the digital age. [ABSTRACT FROM AUTHOR]

Purpose - This study aims to explore the potential mediating role of differentiation strategy in the relationship between market orientation and restaurant performance based on balanced scorecard approaches. Methodology - Based on the Vietnamese Yellow Pages database, a sample of 144 small restaurants in Vietnam was analysed using partial least squares structural equation modelling. Findings - The results indicate that differentiation strategy fully mediates the relationship between market orientation and restaurant performance based on balanced scorecard approaches. Originality of the research - This study contributes significantly to the field by deepening our understanding of the underlying mechanisms of differentiation strategy on the market orientation-performance links. Focusing on Vietnam, a collectivistic and transitional economy, enhances our comprehension of the influence of market orientation and differentiation strategy on the performance of small restaurants in these distinctive environments. The study provides robust evidence supporting the positive effects of differentiation strategy on performance by using balanced scorecard approaches. It advances the theoretical development of the resource-based view by using a contingency perspective to empirically demonstrate how organisations can sustain competitive advantages by leveraging their resources. [ABSTRACT FROM AUTHOR]

Purpose: Drawing on the theoretical underpinnings of job crafting, this study aims to investigate how and when internal marketing orientation (IMO) promotes employees' positive word of mouth (PWOM). Design/methodology/approach: The two-wave, multisource data came from frontline employees and their supervisors in a hotel located in Eastern China. The hypothesized relationships were tested with Mplus with multilevel path analysis. Findings: The results reveal that IMO encourages frontline employees to change the task, cognitive and relational boundaries of their jobs. Nevertheless, it is through relational crafting that IMO ultimately affects employees' PWOM, especially when they work with supervisors high in felt responsibility for constructive change (FRCC). Research limitations/implications: To the best of the authors' knowledge, this study is one of the first studies to investigate how organizations and supervisors can work together to encourage frontline employees' PWOM. Practical implications: The findings carry important implications for practitioners on how to encourage frontline employees' PWOM in the service sector. Originality/value: First, this research adds to the limited knowledge of how organizations and supervisors can work together to promote frontline employees' PWOM in the service sector. Second, by proposing job crafting as a key intermediary mechanism underlying IMO's impact on employee PWOM, this research not only offers a new theoretical perspective to understand how to promote frontline employees' PWOM but also sheds new light on the underlying mechanisms through which IMO exerts its influence on frontline employees. Third, supervisors' FRCC as a boundary condition of IMO can help service organizations more effectively capitalize on IMO to motivate frontline employees' engagement in job crafting and subsequent PWOM. [ABSTRACT FROM AUTHOR]

Purpose: The empirical results of the pivotal relationship between big data analytics capability (BDAC) and firm innovation remain inconclusive, necessitating a comprehensive understanding of the mediator and moderator through which firms can realize the potential innovation benefits of BDAC. Invoking the indirect perspective of dynamic capability theory, we constructed a moderated mediation model in which organizational learning mediates the impact of BDAC on firm innovation; the mediation effect of organizational learning is contingent upon market orientation. Design/methodology/approach: Our hypotheses were tested using hierarchical regression and bootstrapping methods with a sample of 227 large- and medium-sized manufacturing firms in China. Findings: The results reveal that both exploratory and exploitative learning fully mediate the link between BDAC and firm innovation. The mediation effect of exploitative learning is positively contingent upon market orientation; however, market orientation does not positively moderate the mediation effect of exploratory learning. Originality/value: Our moderated mediation model is one of the first to provide a fine-grained understanding of the process through which BDAC is transformed into firm innovation as well as the conditions under which this mediating mechanism may work effectively, thereby further elucidating the theoretical black box regarding the BDAC-firm innovation link and resolving existing debates in the literature regarding why BDAC does not always yield positive outcomes. [ABSTRACT FROM AUTHOR]

To continually deepen Taiwan’s corporate governance and enhance corporate sustainable development, the Taiwanese government has developed sustainable policies and measures to achieve the net-zero goal. The study utilized data from a longitudinal multiple case study of 17 Taiwanese company’s employees to provide an overview of the impact of characteristics of leadership on Corporate Social Responsibility (CSR), green marketing orientation and firm performance in different industry (mainly service industry). This paper discovered that if the enterprise embraces a CSR concept, it tends to integrate green marketing into its operational thinking. Green marketing orientation might affect the relationship between CSR and firm performance. Furthermore, based on the resource-based theory, when the leadership styles of top- managers guided employees to understand the significance of green marketing orientation, may influence firm performance. [ABSTRACT FROM AUTHOR]

Marketing performance in culinary MSMEs in Sukabumi City is suspected to be caused by low product innovation and customer orientation. The purpose of this study was to analyze the effect of customer orientation on marketing performance with product innovation as a mediating variable. This study used quantitative method with descriptive causal approach. The study population was culinary MSMEs in Sukabumi City registered at the cooperative office, with a sample of 135 MSMEs randomly selected through probability sampling technique. Data collection was conducted through observation, questionnaires, and literature study, and data analysis using Structural Equation Modeling (SEM) method with the help of AMOS software. The results showed that customer orientation has a significant positive effect on product innovation (C.R. = 5.551, p < 0.05), and customer orientation has a significant positive effect on marketing performance (C.R. = 4.517, p < 0.05). However, product innovation has no significant effect on marketing performance (C.R. = 0.984, p > 0.05). Product innovation partially mediates the relationship between customer orientation and marketing performance (Z value = 3.168 > 1.978). In conclusion, customer orientation is important to improve marketing performance, although product innovation is not the dominant mediating factor. [ABSTRACT FROM AUTHOR]

The development of the traditional food industry has intensified competition among MSMEs. This study aims to analyze the effect of market orientation and product innovation on competitive advantage in traditional food MSMEs in Sukabumi City. The research method uses a causal descriptive quantitative approach with a sample of 128 traditional food MSMEs. Data were collected through questionnaires, interviews, literature study, and documentation. Data analysis used multiple linear regression. The results showed that market orientation had no significant effect on competitive advantage, while product innovation had a positive and significant effect on competitive advantage. Simultaneously, market orientation and product innovation have a significant effect on competitive advantage with a contribution of 15%. This finding indicates that traditional food MSMEs in Sukabumi City need to focus more on product innovation to improve their competitive advantage. This study provides insights for MSME players and related stakeholders in developing strategies to improve the competitiveness of traditional food MSMEs in an increasingly competitive era. [ABSTRACT FROM AUTHOR]

This study investigates the factors involved in digital marketing adoption among small and medium startups (SMSs) in Pakistan using the Technology-Organization-Environment (TOE) framework. Data were collected through an online survey from 409 startups based in Karachi, Pakistan, and structural equation modeling (SEM) was used for analysis. Results indicate SMSs prioritize internal capabilities and resources for digital marketing adoption over external factors. Key factors identified in digital marketing adoption include technology knowledge, compatibility and cost while the effect of technology complexity was found to be insignificant. Top management support and digital marketing orientation were also crucial, highlighting the importance of strategic leadership and a focused digital approach. These findings highlight the distinct characteristics of SMSs compared to established SMEs, providing insights for developing targeted strategies and regulations to support the startup ecosystem. The research contributes to understanding the unique challenges and factors influencing digital marketing adoption in startups, paving the way for better and effective support mechanisms. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to examine the mediating effect of a firm's customer centricity and market orientation on the relationship between the knowledge management and business performance. Design/methodology/approach: The hypotheses proposed for this study were tested on the data collected from 274 sample firms using partial least square-based structural equation modeling. Findings: According to the findings of this study, a firm's customer-centricity fully mediates the relationship between explicit and tacit knowledge management and a firm's business performance, whereas a firm's market orientation partially mediates the relationship between tacit and implicit knowledge management systems and a firm's business performance. Originality/value: This study can be considered as a pioneer work that investigates how explicit and tacit knowledge can be transformed into business performance with the mediating effect of a firm's customer centricity and market orientation on this relationship. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Academic Social Science Studies is the property of Journal of Academic Social Science Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Objective: This study addresses significant gaps in the existing literature, which shows mixed results on the relationship between international market orientation and international performance. Moreover, the literature needs more research on the mediating role of eco-friendly practices in this dynamic. The study aims to rigorously examine both the direct and indirect effects of this orientation on performance, focusing on the exporting and manufacturing of small and medium enterprises (SMEs) in Vietnam to clarify these complex interactions. Research Design & Methods: The online survey comprised 319 exporting and manufacturing SMEs. Partial least square structure equation modelling served to examine the data. Findings: The findings reveal that adopting an international market orientation improves the international performance of those SMEs. Furthermore, this adoption drives the adoption of eco-friendly practices that lead to high international performance. Implications & Recommendations: This study implies that SMEs in the Vietnamese export sectors succeed in international markets by adopting an international market orientation. Besides, those SMEs benefit from this orientation, because it offers insight into environmental demands in the international markets. As such, SMEs adopt eco-friendly practices to offer products that meet those demands and gain success. Contribution & Value Added: This study advances the literature by assessing the mixed result of international market orientation, i.e. the international performance association within Vietnamese exporting and manufacturing SMEs. It confirms that international market-oriented firms tend to embrace eco-friendly practices like larger firms. It demonstrates that emerging-market SMEs can succeed internationally by adopting eco-friendly practices. It clarifies the mechanism by which international market orientation improves international performance. [ABSTRACT FROM AUTHOR]

This study investigates the relationship between strategic orientations and innovation within the Sudanese service sector: hospitality, postal, bank, education, communication, and insurance spheres. Drawing upon the resource-based view, the paper examines the influence of market, service, and learning orientations on both incremental and radical innovation. Moreover, the study explores the moderating role of technological capabilities in this relationship. A quantitative research design was employed, utilizing a convenience sample of 160 managers from various service sub-sectors in Sudan. Empirical findings reveal that market orientation, service orientation, and learning orientation have a significant effect on incremental innovation (estimates = 0.164, p = 0.00; estimates = .177, p = .014). In addition, market and service orientations demonstrate a significant relationship with technological capabilities (estimates = 0.612, p = 0.00; estimates = –.376, p = .018). Further, incremental innovation and radical innovation significantly correlated with technological capabilities (estimates = .131, p = 0.00; estimates = .365, p = 0.00), while service orientation and learning orientation do not have a significant correlation with radical innovation (estimates = .153, p =.129; estimates = .061, p = .491). Learning orientation does not have a significant correlation with technological capabilities (estimates = .168, p > .228). Furthermore, results indicate that technological capabilities do not moderate the relationship between strategic orientation and service innovation. AcknowledgmentThe author would like to thank Deanship of Scientific Research at Majmaah University for supporting this work under Project No. R-2024-1367.

With trust serving as a moderating variable, the purpose of this study is to ascertain the impact of market orientation, package design, and social media marketing on purchase interest at De Klapper Pie. 190 people participated in this survey, which was carried out at the De Klapper Pie location in Jalan Durian. Purposive sampling is used with a quantitative approach in this investigation. With the aid of SmartPLS version 3, data testing employs reliability, validity, and hypothesis testing. The study's findings suggest that market orientation significantly and favorably influences buying interest. Purchase interest is significantly and favorably impacted by packaging design. Interest in making a purchase is significantly and favorably impacted by social media marketing. The impact of market orientation on buying interest can be mitigated by trust. The impact of packaging design on purchase interest can be mitigated by trust. Nonetheless, the impact of social media marketing on purchase interest cannot be mitigated by trust. Abstrak dalam Bahasa Indonesia: Dengan kepercayaan sebagai variabel moderasi, tujuan dari penelitian ini adalah untuk memastikan dampak orientasi pasar, desain kemasan, dan pemasaran media sosial terhadap minat pembelian di De Klapper Pie. Sebanyak 190 orang berpartisipasi dalam survei ini, yang dilakukan di lokasi De Klapper Pie di Jalan Durian. Pengambilan sampel secara purposif digunakan dengan pendekatan kuantitatif dalam penyelidikan ini. Dengan bantuan SmartPLS versi 3, pengujian data menggunakan reliabilitas, validitas, dan pengujian hipotesis. Temuan penelitian menunjukkan bahwa orientasi pasar secara signifikan dan positif memengaruhi minat beli. Minat beli secara signifikan dan positif dipengaruhi oleh desain kemasan. Minat untuk melakukan pembelian secara signifikan dan positif dipengaruhi oleh pemasaran media sosial. Dampak orientasi pasar terhadap minat beli dapat dikurangi dengan kepercayaan. Dampak desain kemasan terhadap minat beli dapat dikurangi dengan kepercayaan. Meskipun demikian, dampak pemasaran media sosial terhadap minat beli tidak dapat dikurangi dengan kepercayaan.

Abstract This research aimed to explore the effect of market orientation, marketing capability, and entrepreneurial orientation on business sustainability and corporate reputation in Small and Medium Enterprises (SMEs). It also aimed to test the mediating effect of business sustainability between the stated factors and corporate reputation. The required data was obtained from employees of various SMEs in the United Arab Emirates (UAE) through a survey method. Structural equation modeling (PLS-SEM) was used for data analysis in order to test the hypotheses and reach at conclusions. The analysis confirmed that entrepreneurial orientation and market orientation have significant effects on business sustainability and corporate reputation. It was also found that marketing capability plays a key role in affecting business sustainability and corporate reputation. Lastly, the results revealed that business sustainability mediates the relationship among the selected factors and corporate reputation. The findings contribute to the existing empirical research on this topic and suggest that SMEs’ management should emphasize on these factors in an attempt to ensure the sustainability of their businesses and strengthen their reputations.

Multinational corporations (MNCs) must balance opportunity-seeking initiatives locally with global programs and imperatives. This balancing act between generating and responding to local insights and exploiting standardized marketing programs calls for some form of marketing agility. Under this lens, this study investigates the relationship between market orientation (MO) and marketing program standardization (MPS)—two critical marketing capabilities—and their dual effects on subsidiary performance. The authors compare the cases of Western MNCs' subsidiaries operating in Japan and Turkey and inquire about the moderating role of a country's economic development (advanced vs. emerging market) and an industry's global competitive interdependence. Analyzing MO at the subcomponent level, they find a positive relationship between responsiveness and MPS in both markets. MPS also functions as a partial mediator between responsiveness and profitability in an advanced market. In an advanced market, both responsiveness and MPS are positively related to profitability and market share. In an emerging market, MPS is negatively related to profitability in support of adapting the marketing program. The results and follow-up discussions with executives from established MNCs support the conceptualization of MO and MPS as reflections of international marketing agility in subsidiaries. [ABSTRACT FROM AUTHOR]

Digitalization has forced emerging market (EM) firms operating in resource-constrained environments to adopt market-driven strategies, particularly frugal innovation, to provide affordable, optimized processes and high-value solutions. However, understanding the mechanisms behind developing frugal innovation capability (FIC) at the firm level in diverse EMs remains limited. From the perspective of the resource-based view, this study added to the existing body of knowledge by exploring how strategic orientation (entrepreneurial orientation (EO) and market orientation (MO)) and organizational ambidexterity (OA) impact the development of FIC in EMs. To empirically validate our theoretical predictions, this study used a cross-sectional survey to collect data from 386 valid respondents from Tanzanian manufacturing firms. The results demonstrate that both EO and MO have a strong and positive relationship with OA and the development of FIC in EMs. In addition, OA partially mediates the relationship of both EO and MO with the development of FIC. Furthermore, our results indicate that MO exerts a more significant impact on the development of FIC than EO in EMs. Managers of manufacturing firms in EMs can use these findings to review their strategic decisions and their exploitative and exploratory approaches to enhance supply chains, develop cost-effective technologies, and produce affordable offerings that cater to the preferences of price-conscious consumers in the digital age.

The study examines the influence of market orientation on the performance of mobile operators in the telecommunication industry and the moderating effect of strategic marketing on the relationship. Based on a cross-sectional survey of 286 management staff of the four largest mobile operators in Nigeria (MTN, Glo, 9Mobile, Airtel), an empirical evidence was established. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM). The SEM outlined the connection between the dimensions of market orientation and organizational performance. The findings revealed that inter-functional coordination (β = 0.485, t = 2.542, p = 0.013 < 0.05) and customer orientation (β = 0.245, t = 2.043, p = 0.038 < 0.05) significantly influence organizational performance, while competitor orientation (β = 0.159, t = 1.870, p = 0.065 < 0.05) has no discernible effect. It was also found that strategic marketing has a major impact on organizational performance (β = 0.466, t = 4.175, p = 0.000 < 0.05), but it has no moderating influence on the relationship between market orientation and organizational performance (β = 0.032, t = 0.445, p = 0.665 > 0.05). This implies that strategic marketing has a direct effect on organizational performance and not a moderating effect. Therefore, the study recommends that market orientation especially customer orientation and inter-functional coordination, as well as strategic marketing, should become a culture in the telecommunication industry.

MSMEs in Indonesia face fundamental problems in developing business strategies. This research explores the impact of strategic orientation (SO) on business performance. SO involves the integrated role of entrepreneurial orientation (EO), market orientation (MO), and collective orientation (CO) in improving performance. This research also examines the mediating role of CO, MO and the moderating role of EO. Demographic variables are used as control variables. Data obtained from 192 creative industries in Malang Raya with a response rate of 65 percent (124 MSMEs). This study utilizes PLS-SEM methodology to investigate target relationships. The results show that MSME performance is significantly influenced by SO, both EO and MO, but not CO. This confirms the direct influence of EO and MO on performance, as well as the indirect influence of MO on the EO-performance relationship. In addition, this research reveals that the performance of MSMEs managed by women tends to be lower than MSMEs managed by men. This is because the EO characteristics of men are greater than those of women. The implication of these findings is that MSMEs must improve EO and MO. Effective CO needs to be strengthened so that it can make a major contribution to sustainability of MSMEs.

Abstract This study investigates the influence of social capital, market orientation, and technological readiness levels (TRLs) on the intensity of collaboration between researchers from a public research institution in Brazil and companies, and how TRLs moderate this relationship. Using a quantitative approach, we applied structural equation modeling (PLS-SEM) to analyze responses from researchers at this institution. The analysis highlights the critical roles of social capital and market orientation in fostering effective R&D interactions. Social capital enhances collaboration through trust and network strength, while market orientation aligns R&D efforts with market needs, ensuring that innovations are both relevant and timely. Importantly, this study explores how technological readiness levels (TRLs) moderate these relationships, offering insights into the varying impact of social capital and market orientation across different stages of technological development. Findings reveal that participation in projects with TRLs 4 to 6, known as the Valley of Death, significantly moderates the impact of market orientation on researchers' interaction intensity with companies, underscoring the importance of considering technological maturity in R&D collaborations. The study is framed within the open innovation approach, emphasizing the importance of leveraging external knowledge and collaborative networks to enhance innovation outcomes. Theoretically, this research extends the existing models of R&D collaboration by illustrating how TRLs modify the effects of social capital and market orientation. Practically, it offers actionable insights for R&D managers and policymakers on structuring environments that foster robust academic–industry partnerships, facilitating the successful transition of innovations from conceptualization to market readiness.

As a significant trade item on the ancient Silk Road, the evolution of mug shapes represents a confluence of Eastern and Western economic history and cultural-artistic exchanges, also reflecting the flourishing export culture of Guangzhou. This paper analyzes the functional and social factors influencing the morphological changes of Lingnan mugs from 1616 to 1949 from the perspective of quantitative typological analysis. The overall design trend of these mugs transitioned from complex to simple, enhancing user comfort, while variations in mug scale reflect the diversity of consumer classes and regional drinking cultures. Among the 30 mugs analyzed, the average capacity was 356ml, with a range of 1588ml. Common shapes included cylindrical bodies and ear-shaped handles. Morphologically, the belly of the mugs transformed from arc-barrel bodies (emphasizing heat retention) to bulbous bodies, and eventually to cylindrical bodies (combining heat retention, practicality, and economy), with handles also showing signs of East-West integration. The analysis of the mug body' s inclination, with handle-side junction angles ranging from 34° to 53° and wall-side junction angles from 50° to 90°, indicates that these features are associated with stability in placement, aesthetic design, and practicality in liquid containment. These morphological evolutions reflect genuine responses to market demands and advancements in production technology, manifesting as products of market orientation and societal needs. By measuring changes in morphology, scale, volume, and external contour curves, this paper addresses how social factors shape material morphology in an academic context. [ABSTRACT FROM AUTHOR]

In carrying out innovation, all human resources in startup companies need the same market orientation to unite the perception of startup company management to jointly understand customer desires and create original values in the new products produced. This research is the first to discuss the impact of innovation on investment interest in startup companies through business networks, especially startup companies in Indonesia. Therefore, this research is very suitable to be carried out as an effort to develop knowledge, especially regarding the impact of product innovation on investor interest in startup companies in Indonesia. Of course, this point is novel, so this research is worth doing. The population in this study was 2419 with a sample size of 300 respondents. The technique used is SEM PLS. The results of the study show that product innovation has a significant and influential effect on investment interest in startup companies in Indonesia. Product innovation has a significant impact on business networks in startup companies in Indonesia. Business networks have a significant influence on investment interest in startup companies in Indonesia. Product innovation has a significant influence on investment interest in startup companies in Indonesia through business networks as an intervening variable. [ABSTRACT FROM AUTHOR]

As the usage of social media continues to grow and local governments expand their promotional efforts, more internet celebrity cities (ICCs) are emerging as popular tourist destinations. To investigate the internal mechanisms that affect tourists' travel intentions to such destinations, place attachment and perceived value were proposed as two factors reflecting their deeper emotional connections and practical assessments to visit ICCs. This study was conducted to examine the relationship between social media usage, perceived government market orientation (PGMO), place attachment, perceived value, and travel intention in the context of Chongqing, a popular ICC in China. To evaluate the research hypotheses, 750 valid questionnaires were collected and analyzed by structural equation modeling. The results showed that social media usage had a positive impact on tourists' travel intention to Chongqing, while PGMO did not significantly influence travel intention. However, both place attachment and perceived value had mediating effects in the relationship between social media usage, PGMO, and travel intention. This paper concludes with theoretical implications, suggestions for further research, and recommendations for practice. [ABSTRACT FROM AUTHOR]

Summary: Chocolate has been a part of human consumption for millennia, serving as a confection, medicine and aphrodisiac. Chocolate consumption is increasing worldwide, and independent of the age or social background. The substantial content of chocolate may provide consumers with antioxidant, anti‐inflammatory, antimicrobial, antiallergenic, and anticarcinogenic benefits. Beyond such properties, diverse bioactive ingredients are utilised in the creation of functional chocolate products aiming at promoting health and meeting the modern consumers' demands and market orientations. These products are primarily focused on enhancing nutraceutical effects, such as antioxidant activity, protein content and prebiotic effects. Additionally, the use of A2 milk powder in chocolate production holds promising expectations towards enhancing the digestibility of the products. Due to the superior affinity of proteolytic enzymes, A2 milk can be digested more easily than A1 milk. In this way, with the addition of A2 milk to chocolate, it may become more easily digestible. The objectives of this review are a comprehensive understanding of the evolution of chocolate consumption, its health benefits, and the contemporary innovations in chocolate production. Additionally, the potential for developing easily digestible, functional chocolates made from A2 milk, which could rejuvenate functional chocolate production, is discussed in this article. [ABSTRACT FROM AUTHOR]

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This study aims to determine the factors that influence marketing strategy and marketing performance in SMEs of souvenir food. Entrepreneurial Orientation (EO), Marketing Orientation (MO), and Unique Resources (UR) are used as independent variables to drive Marketing Strategy (MS) and Marketing Performance (MP). Using a purposive technique, data was collected from 248 SMEs souvenir food, consisting of owners and managers. The research method employed is descriptive correlational, using Structural Equation Modeling (SEM) with the SmartPLS 4 program to analyze the data. The findings of the study reveal that EO, MO, and UR play a significant role in enhancing marketing strategies and improving the effectiveness and direction of marketing performance due to their interrelatedness. [ABSTRACT FROM AUTHOR]

The risk of failure in innovation projects affects organisational behaviour and the performance of firms. This study develops a theory of errors in innovation project-level failure. Error is a set of faults that generates deviations in phases of the R&D process in projects, decreasing the expected results. From a systemic perspective, innovation failure in a project is due to a set of errors that generates a negative outcome. The proposed theory clarifies the general determinants of innovation failure in projects that are due to errors in design, execution and market orientation. Case studies in the drug discovery industry and pharmaceuticals validate the consistency of the proposed theory, giving examples of errors in projects leading to innovation failures. The payoff matrix of success/failure occurrences predicts that the probability of failure in innovation projects can double by setting a difficult goal compared to an easy one. Inductive implications of the proposed theory are that organisations reduce innovation failure in projects with better adaptedness to changes that minimise errors and learn from them. The proposed theory can guide R&D managers, designers, etc. in detecting critical errors in the R&D process to apply strategies of problem solving based on a winning approach by learning from errors that lead to innovation failure in projects to enable the organisation to adapt, take advantage of important opportunities and cope with consequential environmental threats for achieving goals and sustaining the competitive advantage in turbulent markets. [ABSTRACT FROM AUTHOR]