Learning by exporting for marketing innovation
Golovko,Elena Lopes-Bento,Cindy Sofka,Wolfgang
Golovko,Elena
Lopes-Bento,Cindy
Sofka,Wolfgang
Abstract
Exporting provides important learning opportunities for firms. Learning by exporting literature has primarily focused on general performance outcomes of learning such as productivity or technological innovation outcomes such as patents or product innovation. We use learning mechanisms from this literature and develop arguments for marketing innovation outcomes of learning by exporting. We further theorise how learning outcomes vary across firms depending on firms’ levels of marketing and technological capabilities. We test these hypotheses using a panel of Spanish manufacturing firms for 2007–2013 and find that exporting is associated with more marketing innovations. This learning effect is stronger for firms with leading marketing capabilities, and this effect is independent from the technological leadership status of the firm.
Description
Publisher Copyright: © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Date
2023-05
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Research Projects
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Keywords
learning-by-exporting, marketing innovation, treatment effects analysis, technological capabilities, marketing capabilities, O31 - Innovation and Invention: Processes and Incentives, O33 - Technological Change: Choices and Consequences ; Diffusion Processes, F14 - Empirical Studies of Trade, SDG 9 - Industry, Innovation, and Infrastructure
Citation
Golovko, E, Lopes-Bento, C & Sofka, W 2023, 'Learning by exporting for marketing innovation', Industry and Innovation, vol. 30, no. 5, pp. 607-635. https://doi.org/10.1080/13662716.2022.2161874