Success in International Business Model Innovation of Knowledge-Based Companies: The Critical Role of Adaptive Marketing Capabilities, Digital Collaboration, and Strategic Flexibility

Document Type : Original Article

Authors

1 Assistant Professor, Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

2 Ph.D. Candidate, Department of Business Management, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran

Abstract

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 results reveal that open marketing capabilities and adaptive market experimentation positively and significantly affect business model innovation. Moreover, digital collaboration and strategic flexibility mediate these relationships, respectively. The findings highlight the critical role of open marketing capabilities, digital interactions, adaptive market experimentation, and strategic flexibility in the successful innovation of international business models.

Keywords

Main Subjects

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Journal of International Business Administration
Volume 8, Issue 3
December 2025
Pages 53-74

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History

  • Receive Date: 17 May 2025
  • Revise Date: 01 June 2025
  • Accept Date: 07 July 2025

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