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

Articles in Press

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 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.

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Journal of International Business Administration

Articles in Press, Accepted Manuscript
Available Online from 07 July 2025

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History

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

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