Innovation and commercialisation: the role of the international dynamic marketing capability in Malaysian international entrepreneurial firms

Abstract

Purpose

This study aims to investigate how international entrepreneurial firms (IEFs) successfully commercialise innovative products/services internationally. In doing so, the authors examined the role played by the international dynamic marketing capability (IDMC) in the relationship between explorative and exploitative innovation and commercialisation. In addition, the authors also evaluated how the breadth and depth of international networks facilitate IEFs in upholding the effects of the IDMC to influence commercialisation.

Design/methodology/approach

To test the research model, structural equation modelling is used based on time-lagged survey data drawn from 201 Malaysian IEFs. To validate the results, additional robustness tests and endogeneity analyses have been performed.

Findings

The findings show that the IDMC positively mediates the relationship between explorative and exploitative innovation and commercialisation. Furthermore, the finding exhibits that the effects of the IDMC on commercialisation are positively moderated by the breadth and depth of international networks.

Originality/value

Given the fragmented and general nature of the extant marketing research on the IDMC, the study contributes to the international marketing literature by providing rich and nuanced pertinent knowledge. This study advances dynamic capability theory in relation to IEFs by establishing the IDMC as a functional capability suited to enable them to successfully commercialise the products/services resulting from explorative and exploitative innovation.

Citation

Mostafiz, M.I., Ahmed, F.U., Ibrahim, F. and Tarba, S.Y. (2024), "Innovation and commercialisation: the role of the international dynamic marketing capability in Malaysian international entrepreneurial firms", International Marketing Review, Vol. 41 No. 1, pp. 199-236. https://doi.org/10.1108/IMR-10-2022-0241