Open innovation pathway to firm performance: the role of dynamic marketing capability in Malaysian entrepreneurial firms

Mostafiz, Md Imtiaz and Ahmed, Farhad Uddin and Hughes, Paul (2022) Open innovation pathway to firm performance: the role of dynamic marketing capability in Malaysian entrepreneurial firms. International Journal of Entrepreneurial Behavior & Research, 19 (3). pp. 417-435.

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Abstract

Purpose: This study investigates how firms build strong dynamic marketing capability (DMC) from open innovation (OI) to enhance the performance of entrepreneurial firms. Moreover, this study unfolds DMC's mediating and moderating mechanisms underlying inbound and outbound OI and performance relationships, respectively. Design/methodology/approach: To test the research model and hypotheses, this study drew a sample of 251 firms operating in Malaysia using the time-lagged survey method. Structural equation modelling was used in this study to investigate the model relationships. Findings: The findings of this study reveal the positive interplay between inbound OI (knowledge acquisition) and DMC. The outbound OI (knowledge exploitation) in this study is found to mediate the relationship between inbound OI and firm performance. In addition, while the DMC has a mediating effect in the relationship between inbound OI and firm performance, such a capability reinforces the positive relationship between outbound OI and performance. Originality/value: This study provides a noble insight into the complex interplay between OI and entrepreneurial firms' performance by developing and testing an integrated framework underpinned by a knowledge-based view and dynamic capability theory. The findings highlight the significance of taking an interdisciplinary and integrated approach to better understand the determinants of entrepreneurial firms' performance in an emerging country context.