نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
2 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Business model innovation is recognized as a key strategy for ensuring the survival and competitiveness of knowledge-based companies in turbulent international markets. It requires continuously redesigning value creation and delivery logic and adopting dynamic and adaptive approaches to address environmental changes. This study examines the factors influencing the success of international business model innovation. Specifically, it investigates the impact of open marketing capabilities and adaptive market experimentation on business model innovation and the mediating roles of digital collaboration and strategic flexibility in these relationships. The statistical population comprises innovative and technology-based firms engaged in export or international economic activities. A sample of 238 firms was selected using Cochran’s formula and convenience sampling method. Data were collected through a questionnaire validated by a Cronbach’s alpha coefficient of 0.839 and analyzed using structural equation modeling with SmartPLS version 3.2. The research findings indicate that: 1) Open marketing capability, with a path coefficient of 0.599, has a significant positive impact on business model innovation; 2) Market adaptive experimentation, with a path coefficient of 0.791, significantly and positively influences business model innovation; 3) Digital collaboration, with an indirect path coefficient of 0.182, mediates the relationship between open marketing capability and business model innovation; and 4) Strategic flexibility, with an indirect path coefficient of 0.168, mediates the relationship between market adaptive experimentation and business model innovation. The findings highlight the critical role of open marketing capabilities, digital interactions, market adaptive experimentation, and strategic flexibility in achieving successful innovation in international business models.
کلیدواژه‌ها [English]
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