Abstract
Purpose: Applying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in both developed and emerging markets by high-tech firms.
Design/methodology/approach: The current paper uses an exploratory qualitative research methodology based on in-depth case studies of three Finnish high-tech firms operating in the medical technology industry globally.
Findings: Our findings showed that dynamic capabilities such as sensing and customer engagement along with internal coordination and adaptation capabilities are critical to the success of hybrid market offerings. Moreover, dynamic capabilities were found to be influential in those emerging and
advanced international markets where case firms were less familiar with market dynamics. Moreover, the configuration of these capabilities within functional units and coordination of marketing and R&D activities can be effective for creating hybrid offerings in international markets. Ultimately, we found
that to be the case even though target market selection for hybrid offerings were influenced by the level of convergence and fragmentation of the market.
Originality/value: Applying configuration theory, it is is one of the first studies to specifically analyze the differences in organizational network configuration changes in relation to hybrid market offerings in both developed economies and emerging economies. The findings contribute to hybrid market offering literature by pointing out that not only internal capabilities are important for enacting hybrid offerings, but the role of ecosystems and knowledge centers are also extremely important to develop hybrid offerings. Our paper also highlights the criticality of under-studied dynamic capabilities such as market sensing and customer engagement in the context of hybrid offerings in international markets. This showcases the wider role of ecosystems in enabling technology firms to develop hybrid offerings.
Design/methodology/approach: The current paper uses an exploratory qualitative research methodology based on in-depth case studies of three Finnish high-tech firms operating in the medical technology industry globally.
Findings: Our findings showed that dynamic capabilities such as sensing and customer engagement along with internal coordination and adaptation capabilities are critical to the success of hybrid market offerings. Moreover, dynamic capabilities were found to be influential in those emerging and
advanced international markets where case firms were less familiar with market dynamics. Moreover, the configuration of these capabilities within functional units and coordination of marketing and R&D activities can be effective for creating hybrid offerings in international markets. Ultimately, we found
that to be the case even though target market selection for hybrid offerings were influenced by the level of convergence and fragmentation of the market.
Originality/value: Applying configuration theory, it is is one of the first studies to specifically analyze the differences in organizational network configuration changes in relation to hybrid market offerings in both developed economies and emerging economies. The findings contribute to hybrid market offering literature by pointing out that not only internal capabilities are important for enacting hybrid offerings, but the role of ecosystems and knowledge centers are also extremely important to develop hybrid offerings. Our paper also highlights the criticality of under-studied dynamic capabilities such as market sensing and customer engagement in the context of hybrid offerings in international markets. This showcases the wider role of ecosystems in enabling technology firms to develop hybrid offerings.
| Original language | English |
|---|---|
| Journal | International Marketing Review |
| Early online date | 10 Mar 2023 |
| DOIs | |
| Publication status | E-pub ahead of print - 10 Mar 2023 |
Keywords
- Developed Markets
- Emerging markets
- HIgh-tech firms
- hybrid market offering
- Medical Technology
- Network Configuration