No full-text available
To read the full-text of this research,
you can request a copy directly from the author.
Strategic Orientations in Management Literature: Three Approaches to Understanding the Interaction Between Market, Technology, Entrepreneurial and Learning Orientations
Abstract
Market, technology, entrepreneurial and learning orientations have attracted major scholarly interest within their specific streams of literature for some decades. These strategic orientations are seen as principles that direct and influence the activities of a firm and generate the behaviours intended to ensure its viability and performance. Prior studies have argued that firms should develop and use multiple orientations, yet the relationship between different orientations has received only fragmented attention. This paper presents a systematic review of this literature, covering 67 scholarly articles published between 1987 and 2010 which investigate multiple orientations. The paper contributes first by summarizing the current state of knowledge on the interplay between these orientations. Many of these relationships have not been studied to any great degree, and there are research gaps in the information available on the relationships between entrepreneurial, technology and learning orientation in particular. Secondly, the paper contributes to further theoretical and empirical enquiry by synthesizing the empirical findings into a three-approach framework. The sequential, alternatives and complementary approaches to perceiving the relationship between orientations all suggest areas for further research. The sequential approach could further contribute by developing better constructs for explaining the orientation of the firm; while the alternatives approach could increase its relevance to management through the exploration of contingency settings and comparative studies. The complementary approach encourages discussion between researchers from the different streams of literature through the investigation of the relationships. It suggests focus on the investigation of both universal- and contingency-dependent-orientation configurations.
... Strategic orientation is defined as the "strategic directions implemented by a firm to create the proper behaviors for the continuous superior performance of the business" (Gatignon and Xuereb, 1997, p. 78). Prior studies examining strategic orientations have emphasized the importance of fostering shared values and behaviors within business (Hakala, 2011). When strategic orientation is integrated across all levels of a business firm, it evolves into an organizational culture (Pehrsson, 2016). ...
... In addition to LO, another strategic orientation highlighted by management scholars is TO. For instance, Hakala (2011) argued that having both MO and TO is crucial in fostering SI because MO focuses on customers and competitors, while TO centers on the products, services, or technologies a firm offers. ...
... It is a crucial organizational resource because it enables firms to sustain their competitive advantage by continually enhancing their ability to process and act on market information more swiftly than their competitors (Magut and Kinyua, 2022). Business firms that excel in acquiring and transferring knowledge are better equipped to adapt their behaviors, fostering innovation and responding effectively to rapidly changing dynamics in a turbulent business environment (Hakala, 2011;Baker et al., 2022). ...
Drawing on the resource-based view (RBV) theory, this paper examines how market orientation (MO), learning orientation (LO) and technology orientation (TO) drive service innovation (SI) and enhance the performance of service firms. Additionally, it investigates how transformational leadership (TL) moderates the interplay among these strategic orientations in fostering SI. The paper uses a quantitative research design to propose a research framework, which is empirically tested through multiple regression analysis of survey data collected from 199 bank managers in first-, second-and third-line positions in Jordan. The findings reveal that MO, TO and LO positively influence SI, which, in turn, enhances both the financial and nonfinancial performance of service firms. Additionally, TL strengthens the relationships between MO, LO and SI, serving as a moderator. However, contrary to expectations, TL did not moderate the relationship between TO and SI. The research highlights the importance of developing TL qualities in bank managers to effectively foster an organisational culture that integrates and harmonises various strategic orientations, thus promoting SI.
... This article proposes digitalization orientation (DO) as a contemporary extension of the spectrum of strategic orientations and explores its specifications using a qualitative good practice approach. The literature can be summarized as a compilation of culture-and decision-related characterizations of strategic orientations (Hakala, 2011;Theodosiou et al., 2012). This article regards DO as a multifaceted organizational attribute and adopts a combination of culture-related and decision-related aspects. ...
... An analysis of the conceptualizations of strategic orientations reveals a compilation of culture-and decision-related components. This combination is reflected via fundamental premises that influence the activities of a firm and generate the behaviors (Hakala, 2011;Theodosiou et al., 2012), via the dominant logic as a mindset that guides decision making (Lin and Kunnathur, 2019), via beliefs about conducting a business and guiding its activities (Arias-Pérez et al., 2021) or via a firm's philosophy with deeply rooted values and beliefs (Gatignon and Xuereb, 1997;Isensee et al., 2020;Noble et al., 2002;Zhou et al., 2005). All these aspects are stable and guide the strategic direction of a business (Al-Ansaari et al., 2015). ...
... All these aspects are stable and guide the strategic direction of a business (Al-Ansaari et al., 2015). Thus, it is obvious that culture-related aspects, which mostly emerge self-dynamically, decision-related aspects and strategic orientations have to be considered as interactive components (Hakala, 2011;Moldovan and Macarie, 2014;Storey and Hughes, 2013). Against this background, this article is based on a conceptualization of DO as a multifaceted organizational attribute that combines culture-and decision-related components. ...
... According to Hakala (2011), marketing orientation, customers, and competitors are all included in the idea of market orientation. ...
... Conversely, market orientations vary in how resource reallocation for product and market development modifies organizational and environmental relations. According to Hakala (2011), adaptive processes related to the competitive environment (market, customers, and competitors) as well as the goods, services, and technologies that the business decides to provide to the environment are included in market orientations. ...
The tourism sector, the economy, and the industries that support it have all been severely damaged by the worldwide pandemic. Several of the tourism industry's market segments, such as lodging, dining, and travel agencies, are at saturation. To maintain a sustainable competitive advantage and achieve the intended results, companies need to have a well-defined plan of action to navigate the constantly shifting business landscape. This study will examine the mediating role of organizational strategic orientation in the performance of travel agency companies in the face of environmental uncertainty. The data is collected via a questionnaire and then PLS-SEM analysis is performed. The results show that the choice of an organization's strategic orientation, which includes market and entrepreneurial orientations that can impact learning orientation and organizational performance of travel agency companies, is influenced by technology uncertainty. As a component of a vibrant and alluring travel industry, travel agency businesses must be flexible and inventive in the face of ongoing technological advancements. This can be achieved through organizational strategy orientation, which emphasizes market and entrepreneurial orientations to boost the performance of travel agency businesses. Keywords: Organizational Strategy Orientation, Environmental Uncertainty, Organizational Performance
... The results remain open-ended and have yet to reach a final conclusion because, in different cases worldwide, research findings lead to different conclusions (Van Egeren & O'Connor, 1998;Hakala, 2011;Lettice & Forstenlechne, 2014;Beliaeva et al., 2020;Alonso-Almeida et al., 2015;Selase et al., 2019;Papadopoulos et al., 2020;Pu et al., 2021). For instance, Van Egeren and O'Connor (1998) discovered that there is a strong positive relationship between MO and firm performance. ...
... Moreover, MO emphasises three factors: customers, competitors, and coordination between functional departments, and MO positively impacts business performance (Van Egeren & O'Connor, 1998;Hakala, 2011;Lettice & Forstenlechne, 2014). However, MO does not always have a positive impact on the existence and development of businesses. ...
Objective: The article aims to investigate the influence of strategic orientation (specifically market orientation, entrepreneurial orientation, and digital orientation) on small and medium-sized enterprises’ performance during the COVID-19 pandemic. Research Design & Methods: We surveyed 265 small and medium-sized enterprises and employed structural equation modelling (SEM) to test the hypotheses developed. Findings: Research results show that during the COVID-19 pandemic, while market orientation and digital orientation had a direct positive impact on business performance (ß= 0.230, p < 0.05 and ß= 0.236, p < 0.05, respectively), entrepreneurial orientation did not (ß= -0.038 and p > 0.05). Moreover, competitive advantage mediated the relationship between entrepreneurial orientation (indirect effect = 0.102) as well as market orientation and business performance (indirect effect = 0.046). However, this did not apply to the indirect relationship between digital orientation and performance. Finally, competitive intensity positively moderated the influences of market orientation and digital orientation on business performance. Implications & Recommendations: Based on the research findings, the study has provided SMEs with some implications to assist them in improving business performance. These consisted of the concentration on customers, competitors, and the development of an internal management information system. Moreover, during the COVID-19 pandemic, the understanding and application of digital orientation were essential. The competitive advantage of SMEs maximises when the enterprise orients toward entrepreneurial activities. Contribution & Value Added: Our study contributes to the strategic management of SMEs by investigating the influences of strategic orientation on business performance. The study also expands its scope by examining the mediating and moderating role of competitive advantage and competitive intensity, respectively.
... According to the definition proposed by Miller (1983), widely accepted in the literature, SMEs with a high entrepreneurial orientation will be more proactive implementing innovative decisions, assuming a reasonable risk (Casillas et al., 2009;Solano et al., 2018). In this sense, Pehrsson (2016) highlights that by being entrepreneurially orientated the firm improves its capability of identifying and exploiting market opportunities in competitive markets (Hakala, 2011). Therefore, it is reasonable to assume that entrepreneurial orientation contributes to improve the capacity of SMEs to develop the business, which would lead managers and owners to perceive fewer obstacles to growth. ...
This paper proposes a model of growth intention of SMEs based on an entrepreneurial approach. In particular, the general objective of this work was to analyze the factors that determine the business growth intention of SMEs from the perspective of the individual decision-maker (owner or manager), utilizing the Theory of Planned Behavior as a theoretical framework. The paper analyzed the information obtained from a sample of 254 Mexican SMEs that were at least two years old. The PLS analyses confirmed that the business growth intention was positively influenced by the attitude towards growth and the perceived control. In contrast, the subjective norm did not directly influence the growth intention, although the empirical evidence confirmed an indirect effect of this variable on the growth intention by way of both variables: attitude and perceived control (0.54; p<0.01). For its part, entrepreneurial orientation had a positive influence on perceived control, although there was no significant impact on attitude towards growth. Accordingly, there was also empirical evidence to support the indirect effect of entrepreneurial orientation on growth intention, in this case through the perceived control over business growth.
... Entrepreneurial orientation (EO) is one of the strategic orientations that stresses the entrepreneurial aspects of firms' strategic planning (Hakala, 2011;Migliori et al, 2019). Bing and Zhengping (2011) defined EO as enterprises' procedures, practices, and decision-making activities utilized to enhance the products and services value in answer to customer demands which can lead to improved business performance. ...
SMEs have proven to be fundamental to economic growth, especially in an emerging economy like Indonesia. They also reduce the unemployment rate because 99% of the businesses are categorized as SMEs. However, there are common SME problems: their capabilities to operate efficiently. This research uses multiple linear regression analysis to uncover the influence of entrepreneurial orientation (EO) on firms’ performance of food and beverage SMEs in Surabaya. Survey questionnaires were disseminated to managers, CEOs, and business owners of food and beverage SMEs in Surabaya. Moreover, each EO dimension will also be tested to identify their significance on firm performance. Market orientation (MO) was also tested to seek its influence on firms' performance and its mediation impact on the relationship between entrepreneurial orientation and performance. The findings of this study were that overall EO positively influences MO and firms’ performance. Innovativeness, risk-taking, and autonomy of EO were significant to firms’ performance. However, the proactiveness and competitive aggressiveness of EO and MO were found not to have significance on firms’ performance. MO was also found not to mediate EO and firms’ performance.
... The Resource-Based View (RBV) theory also supports this argument, where knowledge about competitors is considered an intangible asset that has strategic value in increasing business competitiveness and performance [36]. Competitor orientation has a positive impact on innovation and ultimately improves the business performance in China [37] Another research shows that firms that actively monitor competitors tend to be more adaptive and perform better in dynamic markets [38]. Based on this description, the following hypothesis can be raised: H4: Competitor orientation has a significant effect on the business performance Competitor orientation drives companies to continuously seek, analyse, and understand strategic information from competitors. ...
The purpose of this study was to determine the effect of competitor orientation and customer orientation on business performance mediated by learning orientation. Learning orientation is taken as a mediating variable, because MSMEs must continue to learn and learn, so that they are able to have a competitive advantage. Muhammadiyah's role in supporting this is through the LAZISMU institution, namely through the MSME empowerment program. The MSME empowerment program, in addition to distributing funds, also provides coaching and learning for MSME actors so that they can run their businesses well. This study uses a quantitative approach, by distributing research questionnaires to MSME actors fostered by LAZISMU. There are 53 respondent data processed using SmartPLS. This study uses PLS-SEM analysis with the results of the direct influence between customer orientation on learning orientation and business performance showing positive and significant results, as well as the influence of competitor orientation on business performance. However, competitor orientation on customer orientation does not show a direct influence. The results of the mediation test, the influence of customer and competitor orientation on business performance can be mediated by learning orientation. This shows that learning orientation improves the organization's ability to translate market insights into strategies and innovations that improve business performance. In other words, only MSMEs that are able to internalize customer information and use it as a basis for continuous learning will be able to consistently create business value.
... Hence, in this study, five items on the organisational sustainability orientation towards trade-offs and the holistic profit, people, and planet were developed. These items were developed based on the strategic orientation definition, "principles that direct and influence the activities of a firm and generate the behaviours intended to ensure the viability and performance of the firm" [49], p. 200. The sample item on the holistic sustainability orientation used in this study is a "firm's strategic sustainability orientation to gain competitive advantage is by valuing-equally on profit, people, and planet". ...
The International Financial Reporting Standards (IFRS, 2023) guidelines have indicated the importance of holistic organisational sustainability values (profit, people, and planet) and the required human capital to implement sustainability business strategies to achieve sustainable development goals (SDGs). This empirical research using the strategic choice and sustainable human resource management resource-based theories explores the role of high-performance sustainable work practices (HPSWPs) with sustainability characteristics to shape the required human capital to implement simultaneous environmental, social, and governance (ESG) corporate sustainability business strategies aligned with the organisational sustainability orientation of firms. A total of 203 senior managers from Australian companies participated in this study. The participants completed survey questionnaires, which encompass the holistic organisational sustainability orientation, corporate sustainability business strategy, and high-performance sustainable work practices. The mediation study findings revealed that the social consciousness, stakeholder compassion, ethics of care for wellbeing, and pro-environment characteristics of high-performance sustainable work practices fully mediate the implementation of ESG corporate sustainability business strategies that are aligned with the holistic organisational sustainability orientation. This exploratory research extends the operational strategic choice theory from the sustainable human resource management resource-based perspective in highlighting the role of high-performance sustainable work practices in implementing the choice of environmental, social, and governance (financial) business strategies. Furthermore, the practical implications include improving the quality of voluntary sustainability disclosure by companies in alignment with the IFRS guidelines on management approaches relating to human resource practices to shape the required human capital with sustainability characteristics for corporate sustainability. Future empirical research directions in operationalising simultaneous ESG corporate sustainability business strategies using high-performance sustainable work practices aligned with the holistic sustainability orientation of firms are discussed.
... Strategic orientations-including proactive orientations, responsive orientations, and/or innovation orientations-are valuable in developing a customer-centric business culture [14]. Hence, firms can match their resources, competencies, and digital business models with the dynamic digital environment using a framework enabled by strategic orientations [15]. ...
As the digital economy progresses aggressively in the UAE, the ways in which different players in the economy interact with each other are changing. Therefore, strategic orientations that enable successful interactions have become a necessity. This study aims to investigate the impact of adaptive marketing capability on market ambidexterity in the presence of strategic orientations. It examines the outside-in and inside-out strategies that form the dynamic capabilities of firms. Furthermore, this study identifies how strategic orientations enable higher firm ambidexterity in highly competitive digital business environments as in the case of the UAE. A quantitative deductive approach using a survey is followed in order to test the proposed hypotheses. The data were collected from senior management-level individuals in 75 firms with the careful selection of demographics. Our study demonstrates a strong correlation between adaptive marketing capability and market ambidexterity. Furthermore, strategic orientations, which are characterised by a culture of proactiveness, responsiveness, and innovativeness, are found to positively mediate the relationship between adaptive marketing capability and market ambidexterity. Additionally, there exists a positive and direct relationship between adaptive marketing capability and market ambidexterity. Finally, this study provides important contributions regarding new forms of dynamic capabilities, such as adaptive marketing capability and market ambidexterity, under the specific intervention of strategic orientations, thus enhancing the body of knowledge on ambidexterity and dynamic capability, which is vital in the digital era. It also presents an enhanced empirical model reflecting the relationships between adaptive marketing capabilities, strategic orientations, and market ambidexterity from both the inside-out and outside-in perspectives.
... Furthermore, keyword selection was used to determine the scope of the literature database by limiting the search to title, abstract, and keyword fields, which could have excluded relevant articles. Despite its transparency and objectivity, the method lacks transparency compared to traditional narrative review methods Hakala, 2010). To address these issues, future studies should use multiple databases, including the Web of Science, Google Scholar, IEEE, and ProQuest. ...
The study performs a comprehensive bibliometric analysis of Virtual Learning Environment (VLE) adoption research from 2001 to 2024 to map the intellectual landscape, identify emerging trends, and guide future research directions in this rapidly evolving field by addressing several research questions.This was done through bibliometric analysis. The Scopus database was searched for relevant documents published between 2001 and 2024, and data were extracted from this source. Biblioshiny, VOSviewer, and R-Studio were used for analysis. The PRISMA protocol was followed to ensure methodological rigour and reproducibility. Analysis showed a 14.61% annual growth rate in publications, with a significant acceleration from to 2017-2024. Six research clusters were identified: virtual learning delivery, immersive technologies, higher education practices, e-learning platforms, pedagogical approaches, and assessment tools. Publication volume and impact were significantly uneven across geography, with selective publishers attaining higher citation rates. The implication of this is that the field has evolved from infrastructure-focused studies to user-centered approaches with artificial intelligence, virtual reality, and learning analytics. This study is restricted to English language publications and Scopus database coverage.
... Strate gi sen orientaation käsitettä on käytetty mm. ku vaamaan periaatteita, jotka ohjaavat yrityksen toimintoja niin, että se on kannattavaa ja tulok sellista (Hakala 2011) tai yrityksen syvään juur tuneita ajattelumalleja, jotka ohjaavat sen stra tegista johtamista (Zhou ym. 2005) ja se voi tarkoittaa organisaation ulkoisen ja sisäisen toi mintaympäristön analysointia (Brønn & Brønn 2002). ...
Strategic orientations of the rectors of Finnish universities of applied science: public, private or hybrid? The importance of strategic management of higher education institutions has been emphasized in recent years. At the same time, their role as autonomous organizations has been strengthened. Research on the orientations of strategic management, i.e. what is understood by it, is so far scarce. This study examines rectors’ orientations of strategic management in universities of applied sciences in Finland, i.e. what kind of thinking models are used in strategic management. The research examines the goals, priorities and opportunities of strategic management in higher education context. In summary, it can be stated that universities of applied sciences are managed with the strategic orientation of both public, private and hybrid organizations. Understanding the orientations of strategic management is central to higher education institutions.
Purpose
This study investigates how a proactive learning culture (PLC) - a higher-order strategic orientation that integrates market, entrepreneurial, and learning orientations–affects the performance of small and medium-sized enterprises (SMEs) operating in a challenging and uncertain environment. Specifically, the study explores the mediating role of innovative capability (IC) in this relationship, drawing on the dynamic capabilities and first-mover advantage perspectives.
Design/methodology/approach
The study utilizes survey data from 568 Russian SMEs, collected during a period of economic sanctions and instability. PLS-SEM is employed to test the hypothesized relationships between PLC, IC, and SME performance.
Findings
The results confirm that PLC significantly enhances SME performance in turbulent environments. Moreover, innovative capability is shown to be a significant partial mediator, suggesting that while PLC directly influences performance, its effects are amplified through increased innovation capacity.
Originality/value
This research makes several contributions: (1) it advances the conceptualization of PLC as a higher-order dynamic capability; (2) it identifies innovative capability as a key mechanism translating PLC into performance gains; and (3) it extends understanding of SME resilience in high-uncertainty contexts. The study enriches both theoretical frameworks and offers actionable insights for SMEs seeking to build innovation-driven strategies in volatile markets.
Strategic orientation is considered a valuable asset that guides and directs business initiatives, ultimately enhancing the overall performance of the company. Although - the existing literature suggests -organizational success -—relies on multiple strategic orientations and internal and external factors, research in this area remains limited. Based on resource-based and dynamic capability theories, this research examines the effect of strategic orientation on firm performance and tests the mediating influence of innovation capability within this connection. Empirical data were obtained through cross-sectional surveys administered to senior executives of 288 agribusiness firms in Ethiopia. A stratified random sampling method was employed to select sample firms. Hypotheses were tested using a covariance-based structural equation modeling approach. The results reveal that - market, technology, entrepreneurial and learning orientations significantly enhance -performance. - Innovation capability is significantly and positively affected by market, entrepreneurial, learning, and technological orientation. Performance is positively and significantly influenced by innovation capability. The finding further revealed that the connection between -strategic orientation dimensions and agribusiness firms’ performance is partially mediated by innovation capability. According to the findings, agribusiness firms should concentrate on multiple strategic orientations and fostering innovation capability to boost their performance rather than simply optimizing individual strategic orientation. The study’s finding provides important insight for academicians, managers and policymakers.
The current reality presents a dilemma: firms must navigate the tension between flexibility and efficiency, particularly in the face of recurring or prolonged environmental turbulence − as is the case today, with a potential caesura marked by uncertain economic and political conditions and increasing multipolarity (‘Zeitenwende’). To address these challenges, this paper introduces a novel concept: strategic pragmatism orientation. Pragmatism reflects the idea that actions are evaluated and adjusted based on their immediate practicality. Strategic pragmatism extends this notion by encompassing proactive actions that are likewise assessed for their practical utility. A strategic pragmatism orientation captures the proactive and reactive stance of a firm or its top management in experimenting with actions evaluated through the lens of immediate practical outcomes. By combining the reactive essence of pragmatism with the forward-looking approach of strategic pragmatism orientation, firms can establish stable foundations in key areas while maintaining flexibility elsewhere. This orientation enables firms to navigate severe and recurring turbulence by making decisions grounded in immediate consequences, yet with an eye toward long-term adaptability. The set of papers in this special issue explores specific domains where a strategic pragmatism orientation can be applied to address significant environmental turbulence. Furthermore, the contributions highlight how strategic pragmatism orientation complements other strategic frameworks, such as entrepreneurial orientation and digital orientation.
Purpose
In the context of carbon peaking and carbon neutrality goals, effectively promoting sustainability has become essential. Considering the need to reduce carbon emissions in the climate-sustainability era, this study investigates the impact of firms’ carbon orientation (FCO) on green innovation (GI). Drawing on the legitimacy theory, this study shows that FCO is a critical driver of GI, as it enables firms to enhance their environmental legitimacy and strategically leverage their innovation capabilities to translate sustainable commitments into GI outcomes. Moreover, by integrating legitimacy and resource-based view (RBV), this study has also argued that the effect of FCO on GI depends on their green intellectual capital (GIC) because by improving resource efficiency and decreasing carbon emissions, it assists businesses in turning their sustainable pledges into boosts.
Design/methodology/approach
The textual analysis was employed to construct FCO and GIC. The data was employed from 2016 to 2022 due to the Paris Agreement. The fixed-effect regression model was used for baseline regression analysis after utilizing the Hausman test to evaluate how well the fixed-effects and random-effects models agreed. Further analyses were performed to check the robustness of the result and endogeneity issue.
Findings
The results showed that FCO significantly affects GI. GIC and its dimensions enhance the impact of FCO on GI. Additionally, the series of analyses reveal that the effects of FCO and GIC on GI are robust and exhibit exogenous.
Originality/value
This study pioneered the development of measures for FCO and GIC in Chinese manufacturing firms through textual analysis. It highlights the critical role of FCO as a behavioral factor in promoting GI and reveals the importance of GIC in enhancing the impact of FCO on GI.
Purpose
Digit-oriented spin-offs are crucial drivers due to their high entrepreneurial potential in the digital transformation market. Most of these spin-offs either embed within their parent companies’ network or develop independent networks to facilitate entrepreneurial growth. Existing literature predominantly focuses on how specific factors empower the growth of these spin-offs, often neglecting an integrated exploration of the connections between these factors. This study aims to examine multiple pathways to high entrepreneurial performance in digit-oriented spin-offs.
Design/methodology/approach
Grounded in optimal distinctiveness theory, this study analyzes secondary data from 258 Chinese digit-oriented spin-offs. Fuzzy-set qualitative comparative analysis (fsQCA) is used to explore configurations by which network environment, strategic logic and organizational capabilities contribute to high entrepreneurial performance.
Findings
Neither the network environment, strategic logic nor organizational capabilities alone are necessary for high entrepreneurial performance. There are six configurations of high performance, which can be categorized into three driving pathways: parent oriented, independent oriented and ambidextrous oriented. Four configurations leading to non-high performance are summarized into two driving pathways: blind exploration and blind exploitation.
Originality/value
Drawing on the existing achievements in the field of spin-off entrepreneurship, a holistic analytical framework for digit-oriented spin-offs to achieve high entrepreneurial performance is proposed. Then, in response to calls from complex adaptive systems theory, this study integrates a configurational perspective and fsQCA methodology to investigate spin-offs. Third, the study broadens the theoretical boundaries of optimal distinctiveness theory in the context of digit-oriented spin-offs’ entrepreneurship.
We contribute to the dynamic capabilities perspective by proposing a conceptual model that explains how strategic orientation and environmental sensing co-evolve in a recursive process of establishing and reestablishing strategic fit. Organizations engage in environmental sensing to identify sources of environmental change and, if required to respond, make decisions that align with their strategic orientation. We introduce the concept of strategic-orientation adjustment, linked to the receding and resurfacing of an organization’s founding imprint, to explain how organizations respond to environmental pressures and adapt their strategic orientation. Our model offers novel insight into the dynamics underpinning the interplay between environmental sensing and the evolution of strategic orientation. Building on the literatures on organizational history and the microfoundations of dynamic capabilities, our paper offers an alternative perspective to the configurational view of dynamic capabilities, strategic orientation, and strategic fit. We illustrate our theory using the cases of pioneering electric guitar-making companies Gibson and Fender.
Purpose
Large-scale disruptions that lead to extreme environmental uncertainty, combined with perceived threats and time pressure, have prompted some organizations to rapidly form new networks. This research aims to focus on how actors in these newly formed networks leverage their agile capabilities in response to extreme disruptions.
Design/methodology/approach
Grounded in the agility literature, this study employs an abductive research approach and a multi-case design. Data were collected from 18 actors embedded in four newly formed networks located in the United Kingdom, Italy, Colombia and the USA.
Findings
Through six propositions and an empirically derived model of supply chain agility under extreme uncertainty, the findings reveal a dynamic interplay among agile capabilities. They also illustrate how the utilization of these capabilities shifts in environments characterized by severe unpredictability.
Practical implications
The research underscores the importance of allocating equal attention to both cognitive and physical dimensions of agility. Under conditions of extreme uncertainty, firms may need to adopt more entrepreneurial behaviors to enhance agility; however, this can increase risk exposure, which must be managed proactively.
Originality/value
This study contributes to the body of knowledge on supply chain agility by identifying the interrelationships between agility dimensions and demonstrating how extreme uncertainty influences their practical application.
Foreign Direct Investment (FDI) plays a crucial role in Oman's economic diversification strategy, particularly in the logistics sector, which is a key pillar of the nation's Vision 2040. To attract global investors, Omani logistics firms and policymakers must adopt effective Business-to-Business (B2B) marketing strategies that highlight the country's strategic geographic location, advanced infrastructure, and investor-friendly policies. This study explores the role of B2B marketing in enhancing Oman's appeal as a logistics hub for foreign investors, focusing on digital marketing, relationship management, trade promotions, and strategic partnerships. The research identifies key B2B marketing techniques such as content marketing, search engine optimization (SEO), targeted networking events, and industry collaborations that can enhance Oman's visibility among multinational logistics firms and investors. Additionally, the study examines the impact of data-driven marketing, artificial intelligence (AI)-powered lead generation, and personalized engagement strategies in fostering trust and long-term partnerships with foreign investors. Case studies of successful FDI attraction efforts in comparable markets are analyzed to extract best practices applicable to Oman. Findings suggest that an integrated approach combining digital transformation, strategic communication, and government support can significantly boost investor confidence. The study concludes with recommendations for logistics firms and policymakers to develop a cohesive FDI-focused marketing framework, leveraging Oman's logistics potential to position the country as a premier investment destination in the Gulf region.
The freight and transportation sector in Oman faces challenges related to efficiency, cost-effectiveness, and customer satisfaction, which are critical factors in retaining customers in a competitive market. Smart logistics and artificial intelligence (AI) are emerging as transformative solutions to enhance operational efficiency, optimize supply chain management, and improve customer experience. This study explores how AI-driven smart logistics can enhance customer retention in Oman's freight and transportation industry by addressing key issues such as real-time tracking, predictive analytics, demand forecasting, route optimization, and personalized customer interactions. AI-powered logistics systems leverage machine learning, big data analytics, and the Internet of Things (IoT) to provide predictive insights into demand patterns, reduce transit delays, and minimize operational costs. By implementing AI-driven route optimization, freight companies in Oman can improve delivery timelines, reduce fuel consumption, and enhance overall service reliability. Additionally, AI enhances customer service through chatbots, automated support systems, and personalized recommendations, improving client engagement and satisfaction. Smart logistics solutions, including blockchain-integrated tracking systems and automated warehouse management, further strengthen transparency and trust, leading to higher customer retention rates. This research highlights the significant impact of AI in creating a seamless and responsive logistics network that caters to evolving customer expectations. Through a combination of case studies, industry data, and expert insights, the study presents a framework for implementing AI-driven smart logistics strategies in Oman's freight sector. The findings suggest that companies that invest in AI-powered logistics technologies can gain a competitive advantage by increasing operational efficiency, reducing costs, and improving customer loyalty. The study concludes with recommendations for policymakers, logistics firms, and technology providers to collaborate in fostering an AI-driven logistics ecosystem that aligns with Oman's Vision 2040 for economic diversification and digital transformation.
This paper explores the impact of port infrastructure development on Oman's position in global supply chains. As international trade continues to evolve, the efficiency and capacity of port facilities play a crucial role in determining a country's competitiveness in the global market. This study examines how advancements in Oman's port infrastructure can enhance its connectivity, attract foreign investment, and improve its integration into regional and global supply chains. The research begins by outlining the significance of port infrastructure in facilitating trade and logistics operations. It situates this discussion within the context of Oman's strategic vision to diversify its economy and position itself as a logistics hub in the Middle East. Utilizing a mixed-methods approach, the study combines quantitative analysis of port performance metrics with qualitative insights from industry stakeholders, including port authorities, shipping companies, and logistics providers. The quantitative analysis evaluates the impact of recent infrastructure investments on key performance indicators such as cargo throughput, turnaround times, and operational efficiency. Qualitative insights reveal the perceptions and experiences of stakeholders regarding the benefits and challenges associated with port development. Findings indicate that significant investments in port infrastructure have positively influenced Oman's position in global supply chains. Improved facilities and services have led to increased cargo capacity, reduced shipping times, and enhanced competitiveness compared to regional counterparts. Case studies illustrate successful projects that have bolstered Oman's role as a transit hub for trade between Asia, Europe, and Africa. The paper also addresses the challenges related to port infrastructure development, including funding constraints, regulatory issues, and the need for skilled labor. It emphasizes the importance of a strategic approach to infrastructure planning and investment to maximize the benefits of port development. Concluding with strategic recommendations, the study advocates for continued investment in port infrastructure, the adoption of smart technologies to enhance operations, and collaboration among government agencies and industry stakeholders to ensure a cohesive approach to logistics development. By strengthening its port infrastructure, Oman can enhance its competitiveness in global supply chains and drive sustainable economic growth. This research provides valuable insights for policymakers and business leaders, highlighting the critical role of port infrastructure development in shaping Oman's position in the global logistics landscape.
The emergence of digital freight corridors powered by Artificial Intelligence (AI) and the Internet of Things (IoT) is transforming global logistics by enhancing efficiency, transparency, and connectivity across supply chain networks. For Oman, a strategic logistics hub in the Gulf region, adopting these technologies is essential for modernizing its freight infrastructure and strengthening its position as a key player in global trade. This study explores how AI and IoT-driven digital freight corridors can revolutionize Oman's logistics sector by optimizing freight movement, reducing operational costs, and improving real-time decision-making. AI-powered analytics can enhance predictive maintenance, route optimization, and automated freight management, enabling logistics firms to reduce delays and increase supply chain resilience. IoT-integrated smart sensors provide real-time tracking of shipments, environmental monitoring, and automated inventory management, improving visibility and security across the logistics network. By leveraging blockchain-enabled smart contracts, Oman can enhance cross-border trade efficiency, reducing paperwork and ensuring seamless customs clearance. This research analyzes case studies of digital freight corridor implementations in global logistics hubs and assesses their applicability to Oman's infrastructure. Findings suggest that integrating AI and IoT can lead to a 20-30% increase in logistics efficiency, enhanced sustainability through reduced fuel consumption, and improved customer satisfaction due to real-time freight tracking and automation. However, challenges such as data security, infrastructure investment, and digital skill gaps must be addressed to ensure successful adoption. The study concludes with strategic recommendations for Omani policymakers, logistics firms, and technology providers to accelerate the adoption of AI and IoT-driven digital freight corridors. By investing in smart infrastructure, fostering public-private partnerships, and implementing regulatory frameworks that support digital transformation, Oman can position itself as a next-generation logistics hub, aligned with its Vision 2040 economic diversification goals.
The integration of cloud computing and big data analytics is revolutionizing supply chain networks by enhancing operational efficiency, real-time decision-making, and predictive capabilities. In Oman, where logistics and supply chain management play a critical role in economic diversification under Vision 2040, leveraging these digital technologies can provide a competitive edge. This study examines the implications of cloud computing and big data for optimizing Oman's supply chain networks, focusing on scalability, cost efficiency, supply chain visibility, and resilience. Cloud computing enables logistics firms to access scalable infrastructure, streamline data storage, and improve system interoperability, allowing for seamless collaboration among supply chain stakeholders. Big data analytics enhances demand forecasting, risk management, and route optimization by processing vast amounts of structured and unstructured data from IoT sensors, GPS tracking, and historical shipment records. The convergence of these technologies facilitates end-to-end supply chain transparency, minimizes disruptions, and supports real-time decision-making, thereby enhancing overall supply chain agility. This study utilizes case studies and empirical data to analyze how leading logistics firms in Oman are integrating cloud-based platforms and data-driven insights to enhance operational efficiency. The findings indicate that companies adopting cloud computing and big data analytics experience improved logistics coordination, reduced operational costs, and enhanced customer satisfaction. However, challenges such as cybersecurity risks, data integration complexities, and skill gaps in data analytics remain significant barriers to widespread adoption. The study concludes by providing strategic recommendations for policymakers, logistics firms, and technology providers to foster a data-driven logistics ecosystem. By investing in digital infrastructure, developing specialized workforce training programs, and implementing robust cybersecurity frameworks, Oman's logistics sector can harness the full potential of cloud computing and big data to drive supply chain innovation and economic growth.
This paper investigates the role of strategic alliances in enhancing Oman's logistics industry and facilitating its regional and global expansion. As the logistics sector becomes increasingly competitive, collaboration among industry players is essential for improving service offerings, optimizing operations, and accessing new markets. This study explores how strategic partnerships can drive growth and innovation within Oman's logistics framework, positioning the country as a key player in the global supply chain. The research begins by defining strategic alliances and their significance in the logistics industry, focusing on various forms of collaboration, including joint ventures, partnerships, and collaborative networks. It situates this discussion within Oman's economic diversification strategy and its aspirations to enhance its logistics capabilities as part of the broader regional trade landscape. Employing a mixed-methods approach, the study combines quantitative analysis of industry performance metrics with qualitative insights from industry stakeholders, including logistics providers, government officials, and business leaders. The quantitative analysis evaluates the impact of strategic alliances on key performance indicators such as market share, operational efficiency, and service quality. Qualitative insights reveal the motivations, challenges, and success factors associated with forming and maintaining strategic alliances in Oman's logistics sector. Findings indicate that strategic alliances can significantly enhance Oman's logistics industry by facilitating knowledge transfer, resource sharing, and market access. Case studies highlight successful collaborations that have led to improved logistics solutions, expanded service offerings, and enhanced competitiveness in regional and global markets. The paper also addresses barriers to forming strategic alliances, including cultural differences, communication challenges, and the need for alignment in goals and objectives. It emphasizes the importance of fostering a collaborative environment through supportive policies, incentives, and platforms for networking among industry players. Concluding with strategic recommendations, the study advocates for the development of frameworks that encourage strategic partnerships, investment in technology to enhance collaboration, and training programs to build relationship management skills among logistics professionals. By leveraging strategic alliances, Oman can strengthen its logistics sector, enhance its regional and global presence, and drive sustainable economic growth. This research provides valuable insights for policymakers and business leaders, highlighting the critical importance of strategic alliances in shaping the future of Oman's logistics industry and facilitating its expansion on the international stage.
This paper investigates the role of circular economy principles in reducing waste within Oman's logistics industry. As the global emphasis on sustainability intensifies, the logistics sector faces increasing pressure to minimize its environmental impact and improve resource efficiency. This study explores how the adoption of circular economy practices can transform traditional linear logistics models, fostering waste reduction and promoting sustainable operations in Oman. The research begins by defining circular economy principles and their relevance to logistics, including strategies such as reuse, recycling, and resource recovery. It situates this discussion within the context of Oman's economic diversification goals and environmental sustainability initiatives, emphasizing the need for innovative approaches to waste management. Employing a mixed-methods approach, the study combines quantitative analysis of waste generation metrics in the logistics sector with qualitative insights from industry stakeholders, including logistics managers, environmental experts, and policymakers. The quantitative analysis evaluates the potential impact of circular economy practices on key performance indicators such as waste reduction, cost savings, and resource efficiency. Qualitative insights provide a deeper understanding of the challenges and opportunities associated with implementing these principles in Oman's logistics landscape. Findings indicate that adopting circular economy principles can significantly reduce waste and enhance the sustainability of Oman's logistics industry. Case studies highlight successful initiatives, such as the implementation of reverse logistics systems, partnerships for recycling and upcycling, and the design of sustainable packaging solutions. These efforts lead to improved operational efficiency, reduced environmental impact, and enhanced corporate reputation. The paper also addresses barriers to circular economy implementation in Oman, including limited awareness, financial constraints, and the need for regulatory support. It emphasizes the importance of collaboration among government agencies, industry stakeholders, and educational institutions to create a conducive environment for circular practices. Concluding with strategic recommendations, the study advocates for the development of policies that promote circular economy initiatives, investment in sustainable technologies, and training programs to build awareness and skills among logistics professionals. By embracing circular economy principles, Oman can enhance waste management practices, strengthen its logistics sector, and contribute to a more sustainable future. This research provides valuable insights for policymakers and business leaders, highlighting the critical importance of circular economy principles in achieving waste reduction and sustainability goals within Oman's logistics industry.
This paper examines the economic contribution of Oman's logistics sector to the country's GDP growth through a longitudinal analysis. As a critical component of the national economy, the logistics industry plays a vital role in facilitating trade, enhancing supply chain efficiency, and supporting economic diversification efforts. This study aims to quantify the impact of the logistics sector on Oman's GDP, providing insights into its significance for sustainable economic development. The research begins by defining the logistics sector and its key components, including transportation, warehousing, and supply chain management. It situates this discussion within the context of Oman's Vision 2040, which emphasizes the importance of diversifying the economy and enhancing the role of logistics in regional and global trade. Utilizing a longitudinal approach, the study analyzes historical data on logistics performance metrics and GDP growth from 2000 to 2023. Employing econometric modeling techniques, the research assesses the relationship between logistics sector performance and GDP growth, identifying trends, patterns, and causal links. Findings indicate that Oman's logistics sector has made a significant contribution to GDP growth over the study period. The analysis reveals that improvements in logistics infrastructure, efficiency, and service quality have positively influenced economic performance, driving growth in various sectors, including trade, manufacturing, and tourism. The paper also addresses challenges faced by the logistics sector, such as infrastructure limitations, regulatory hurdles, and competition from regional players. It emphasizes the need for strategic investments and policy reforms to enhance the sector's competitiveness and further its contribution to economic growth. Concluding with strategic recommendations, the study advocates for increased investment in logistics infrastructure, the adoption of advanced technologies, and the development of training programs to build a skilled workforce. By prioritizing the logistics sector, Oman can strengthen its economic foundation, enhance GDP growth, and support its long-term development objectives. This research provides valuable insights for policymakers and business leaders, highlighting the essential role of Oman's logistics sector in driving GDP growth and contributing to the country's broader economic goals.
This paper explores the potential of electric and autonomous vehicles (EAVs) in transforming Oman's freight transport sector, focusing on the opportunities and challenges associated with their adoption. As the logistics industry seeks innovative solutions to enhance efficiency, reduce emissions, and improve safety, EAVs emerge as a promising alternative. This study investigates the impact of integrating these technologies into Oman's freight transport framework and their implications for sustainability and economic growth. The research begins by defining electric and autonomous vehicles and their relevance to freight transport. It situates this discussion within Oman's broader goals of economic diversification and environmental sustainability, highlighting the need for modernizing the logistics sector to meet future demands. Utilizing a mixed-methods approach, the study combines quantitative analysis of current freight transport metrics with qualitative insights from industry stakeholders, including logistics managers, vehicle manufacturers, and government officials. The quantitative analysis assesses the potential cost savings, emissions reductions, and operational efficiencies associated with EAV adoption. Qualitative insights provide a deeper understanding of the challenges and barriers to implementing these technologies in Oman. Findings indicate that EAVs could significantly enhance the efficiency and sustainability of Oman's freight transport sector. Case studies demonstrate successful pilot programs and initiatives that have leveraged electric and autonomous technologies to optimize logistics operations, reduce fuel consumption, and improve delivery times. However, challenges such as high initial investment costs, infrastructure requirements, and regulatory barriers must be addressed to facilitate widespread adoption. The paper highlights the importance of fostering collaboration among government entities, industry stakeholders, and research institutions to create a supportive ecosystem for EAV integration. It emphasizes the need for investment in charging infrastructure, regulatory frameworks, and training programs to prepare the workforce for new technological demands.
This paper explores the critical role of green supply chain integration in enhancing the sustainability of Oman's logistics sector. As global awareness of environmental issues increases, the logistics industry faces the challenge of balancing operational efficiency with ecological responsibility. This study investigates how the integration of sustainable practices within the supply chain can improve environmental performance, reduce carbon footprints, and contribute to Oman's broader goals of economic diversification and environmental stewardship. The research begins by defining green supply chain management (GSCM) and its relevance to logistics operations. It situates this discussion within the context of Oman's strategic initiatives aimed at promoting sustainability and resilience in the face of climate change and resource scarcity. Utilizing a mixed-methods approach, the study combines quantitative analysis of sustainability performance metrics with qualitative insights from industry stakeholders, including logistics managers, environmental experts, and policymakers. The quantitative analysis assesses the impact of green supply chain practices on key performance indicators such as waste reduction, energy efficiency, and overall environmental impact. Qualitative insights provide a deeper understanding of the challenges and best practices associated with implementing GSCM in Oman's logistics sector. Findings indicate that adopting green supply chain integration can significantly enhance the sustainability and competitiveness of Oman's logistics sector. Case studies highlight successful initiatives, such as the implementation of eco-friendly transportation methods, waste management strategies, and collaboration with suppliers to promote sustainable practices. These efforts lead to improved resource efficiency, reduced operational costs, and enhanced corporate reputation. The paper also addresses barriers to green supply chain integration in Oman, including lack of awareness, financial constraints, and regulatory challenges. It emphasizes the importance of fostering collaboration among industry players, government agencies, and educational institutions to create a supportive environment for sustainable practices. Concluding with strategic recommendations, the study advocates for the development of policies that incentivize green supply chain initiatives, investment in sustainable technologies, and training programs to build awareness and skills among logistics professionals. By prioritizing green supply chain integration, Oman can strengthen the sustainability of its logistics sector, enhance its global competitiveness, and contribute to a more sustainable future. This research provides valuable insights for policymakers and business leaders, highlighting the vital importance of green supply chain integration in achieving sustainability goals within Oman's logistics landscape.
This paper examines the transformative impact of AI-powered logistics hubs on enhancing Oman's competitive edge within the global supply chain. As logistics operations increasingly demand efficiency, flexibility, and responsiveness, the integration of artificial intelligence (AI) technologies emerges as a pivotal solution. This study investigates how AI can optimize logistics processes, improve decision-making, and foster innovation, thereby positioning Oman as a strategic player in the international logistics arena. The research begins by defining AI technologies and their specific applications within the logistics sector, including predictive analytics, automation, and machine learning. It situates this discussion within Oman's broader economic diversification strategy and its goal of establishing a world-class logistics infrastructure. Employing a mixed-methods approach, the study combines quantitative analysis of logistics performance metrics with qualitative insights from industry experts, logistics managers, and technology providers. The quantitative analysis evaluates the effects of AI implementations on key performance indicators such as operational efficiency, cost reduction, and customer satisfaction. Qualitative insights reveal the challenges and opportunities associated with integrating AI into Oman's logistics operations. Findings indicate that the adoption of AI technologies can significantly enhance the efficiency and effectiveness of logistics hubs in Oman. Case studies illustrate successful implementations, including automated inventory management, real-time tracking systems, and AI-driven demand forecasting. These advancements lead to improved operational performance, reduced lead times, and enhanced service quality. The paper also addresses the obstacles to implementing AI in Oman's logistics sector, such as limited access to skilled labor, data governance issues, and infrastructure constraints. It emphasizes the importance of fostering collaboration among industry stakeholders, government bodies, and educational institutions to create a supportive ecosystem for AI adoption. Concluding with strategic recommendations, the study advocates for policies that encourage investment in AI technologies, the development of training programs to build a skilled workforce, and initiatives to enhance data security and privacy. By leveraging AI-powered logistics hubs, Oman can strengthen its positioning in the global supply chain, attract foreign investment, and drive sustainable economic growth. This research provides valuable insights for policymakers and business leaders, highlighting the significant role of AI in shaping the future of logistics and enhancing Oman's competitiveness on the global stage.
This paper investigates the impact of Machine Learning (ML) and Big Data Analytics on enhancing logistics performance in Oman, focusing on their potential to improve operational efficiency and competitiveness within the sector. As the logistics industry faces increasing demands for speed, accuracy, and adaptability, the integration of advanced analytics and machine learning techniques becomes critical for optimizing supply chain processes and decision-making. The research begins by defining the concepts of Machine Learning and Big Data Analytics, outlining their relevance to logistics operations. It situates this discussion within Oman's broader economic diversification strategy and the need for a robust logistics framework to support sustainable growth. Utilizing a mixed-methods approach, the study combines quantitative analysis of logistics performance metrics with qualitative insights from industry experts, logistics managers, and data scientists. The quantitative analysis assesses the influence of ML and Big Data initiatives on key performance indicators such as delivery times, inventory management, and customer satisfaction. Qualitative insights provide an in-depth understanding of the challenges and opportunities associated with implementing these technologies in Oman's logistics sector. Findings reveal that the effective application of Machine Learning and Big Data Analytics can significantly enhance logistics performance and competitiveness. Case studies highlight successful implementations, such as predictive analytics for demand forecasting, optimization algorithms for route planning, and real-time data analysis for inventory management. These innovations lead to improved operational efficiency, reduced costs, and enhanced service quality. The paper also addresses barriers to the adoption of ML and Big Data Analytics in Oman's logistics sector, including data privacy concerns, lack of skilled personnel, and infrastructure limitations. It emphasizes the importance of fostering collaboration among industry stakeholders, educational institutions, and government agencies to build a conducive environment for technological advancement. Concluding with strategic recommendations, the study advocates for the development of policies that encourage investment in data analytics capabilities and the training of a skilled workforce. By embracing Machine Learning and Big Data Analytics, Oman can enhance its logistics performance, boost competitiveness, and position itself as a key player in the global logistics market. This research provides valuable insights for policymakers and business leaders, highlighting the transformative potential of advanced analytics in optimizing logistics operations and driving sustainable growth in Oman.
This paper explores the critical importance of cybersecurity and data sovereignty as strategic priorities for Oman's digital logistics ecosystem. As the logistics sector increasingly adopts digital technologies and interconnected systems, the protection of sensitive data and the safeguarding of digital infrastructure become paramount. This study investigates the challenges and opportunities associated with implementing robust cybersecurity measures and ensuring data sovereignty in the context of Oman's logistics operations. The research begins by defining cybersecurity and data sovereignty, emphasizing their relevance to the logistics industry, particularly in light of growing cyber threats and the need for regulatory compliance. It situates this discussion within Oman's broader economic diversification strategy and the goal of establishing a secure and resilient digital logistics framework. Utilizing a mixed-methods approach, the study combines quantitative analysis of cybersecurity incidents and data management practices with qualitative insights from industry stakeholders, including logistics managers, cybersecurity experts, and government officials. The quantitative analysis assesses the impact of cybersecurity measures on operational performance and risk management. Qualitative insights provide a deeper understanding of the challenges faced by logistics companies in implementing effective cybersecurity strategies and maintaining data sovereignty. Findings indicate that prioritizing cybersecurity and data sovereignty can significantly enhance the resilience and reliability of Oman's logistics ecosystem. Case studies illustrate successful initiatives, such as the implementation of advanced cybersecurity protocols, data encryption techniques, and compliance with international data protection regulations. These measures lead to improved trust among stakeholders, reduced risk of data breaches, and enhanced operational continuity. The paper also addresses the barriers to achieving effective cybersecurity and data sovereignty in Oman's logistics sector, including limited awareness, resource constraints, and the need for skilled cybersecurity professionals. It emphasizes the importance of collaboration among industry players, government agencies, and educational institutions to foster a culture of security and resilience. Concluding with strategic recommendations, the study advocates for the development of comprehensive cybersecurity policies, investment in training programs, and the establishment of public-private partnerships to enhance Oman's digital logistics ecosystem. By prioritizing cybersecurity and data sovereignty, Oman can create a secure environment that supports innovation and growth in its logistics sector. This research provides valuable insights for policymakers and business leaders, highlighting the essential role of cybersecurity and data sovereignty in shaping a resilient and competitive digital logistics landscape in Oman.
This paper investigates the potential of digital freight marketplaces in enhancing Oman's position as a logistics hub, focusing on an entrepreneurial marketing approach. As the logistics industry undergoes significant transformation driven by digitalization, freight marketplaces emerge as innovative platforms that facilitate the matching of shippers and carriers, streamline operations, and enhance service delivery. This study explores how Oman can leverage these platforms to capitalize on its strategic geographic location and develop a competitive logistics environment. The research begins by defining digital freight marketplaces and examining their role in modern logistics. It situates this discussion within the context of Oman's aspirations for economic diversification and its strategic vision for establishing itself as a regional logistics hub. Employing a mixed-methods approach, the study combines quantitative analysis of market trends and platform performance metrics with qualitative insights from logistics entrepreneurs, industry experts, and stakeholders. The quantitative analysis assesses the impact of digital freight marketplaces on key performance indicators such as cost efficiency, transit times, and customer satisfaction. Qualitative insights provide a deeper understanding of the entrepreneurial strategies needed to effectively market and implement these platforms in Oman's logistics landscape. Findings indicate that digital freight marketplaces can significantly enhance Oman's logistics capabilities by improving access to services, increasing transparency, and fostering competition among providers. Case studies illustrate successful implementations of digital platforms that have led to improved operational efficiencies, reduced costs, and enhanced customer experiences. The paper also addresses the challenges faced by Oman in adopting digital freight marketplaces, including regulatory hurdles, market readiness, and the need for technological infrastructure. It emphasizes the importance of fostering an entrepreneurial ecosystem that encourages innovation, collaboration, and investment in digital solutions. Concluding with strategic recommendations, the study advocates for the development of supportive policies, investment in technology infrastructure, and initiatives that promote entrepreneurship in the logistics sector. By embracing digital freight marketplaces, Oman can enhance its logistics hub potential, attract investment, and improve its competitiveness in the regional and global logistics market. This research provides valuable insights for policymakers and business leaders, highlighting the transformative potential of digital freight marketplaces and the importance of an entrepreneurial marketing approach in positioning Oman as a leading logistics hub.
This paper investigates the impact of Machine Learning (ML) and Big Data Analytics on enhancing logistics performance in Oman, focusing on their potential to improve operational efficiency and competitiveness within the sector. As the logistics industry faces increasing demands for speed, accuracy, and adaptability, the integration of advanced analytics and machine learning techniques becomes critical for optimizing supply chain processes and decision-making. The research begins by defining the concepts of Machine Learning and Big Data Analytics, outlining their relevance to logistics operations. It situates this discussion within Oman's broader economic diversification strategy and the need for a robust logistics framework to support sustainable growth. Utilizing a mixed-methods approach, the study combines quantitative analysis of logistics performance metrics with qualitative insights from industry experts, logistics managers, and data scientists. The quantitative analysis assesses the influence of ML and Big Data initiatives on key performance indicators such as delivery times, inventory management, and customer satisfaction. Qualitative insights provide an in-depth understanding of the challenges and opportunities associated with implementing these technologies in Oman's logistics sector. Findings reveal that the effective application of Machine Learning and Big Data Analytics can significantly enhance logistics performance and competitiveness. Case studies highlight successful implementations, such as predictive analytics for demand forecasting, optimization algorithms for route planning, and real-time data analysis for inventory management. These innovations lead to improved operational efficiency, reduced costs, and enhanced service quality. The paper also addresses barriers to the adoption of ML and Big Data Analytics in Oman's logistics sector, including data privacy concerns, lack of skilled personnel, and infrastructure limitations. It emphasizes the importance of fostering collaboration among industry stakeholders, educational institutions, and government agencies to build a conducive environment for technological advancement. Concluding with strategic recommendations, the study advocates for the development of policies that encourage investment in data analytics capabilities and the training of a skilled workforce. By embracing Machine Learning and Big Data Analytics, Oman can enhance its logistics performance, boost competitiveness, and position itself as a key player in the global logistics market. This research provides valuable insights for policymakers and business leaders, highlighting the transformative potential of advanced analytics in optimizing logistics operations and driving sustainable growth in Oman.
This paper explores the application of Digital Twin technology in Oman's logistics hubs, focusing on its potential to enhance predictive decision-making and operational efficiency. As the logistics sector increasingly embraces digital transformation, Digital Twin technology offers a powerful tool for simulating, analyzing, and optimizing logistics processes in real time. This study investigates how the implementation of Digital Twin technology can improve the performance of Oman's logistics hubs and contribute to the country's economic diversification efforts. The research begins by defining Digital Twin technology and its relevance to logistics, emphasizing its role in creating virtual replicas of physical assets and processes. It situates this exploration within the context of Oman's strategic vision for developing a world-class logistics infrastructure that supports sustainable growth. Utilizing a mixed-methods approach, the study combines quantitative analysis of logistics performance metrics with qualitative insights from industry experts, technology providers, and logistics managers. The quantitative analysis evaluates the impact of Digital Twin implementations on key performance indicators such as operational efficiency, cost reduction, and service quality. Qualitative insights provide a deeper understanding of the challenges, opportunities, and best practices associated with adopting this technology in Oman's logistics environment. Findings indicate that the integration of Digital Twin technology can significantly enhance predictive decision-making capabilities and overall efficiency in logistics operations. Case studies showcase successful applications, including real-time monitoring of supply chain dynamics, predictive maintenance of equipment, and optimization of warehouse layouts. These implementations lead to improved resource allocation, reduced downtime, and enhanced customer satisfaction. The paper also addresses the barriers to adopting Digital Twin technology in Oman's logistics sector, including high implementation costs, the need for skilled personnel, and data integration challenges. It emphasizes the importance of fostering collaboration among stakeholders, including government entities, industry players, and academic institutions, to support the successful deployment of this technology. Concluding with strategic recommendations, the study advocates for the establishment of policies that encourage investment in Digital Twin technology and the development of a skilled workforce. By leveraging this innovative technology, Oman can enhance the efficiency and competitiveness of its logistics hubs, positioning itself as a leader in the regional logistics landscape. This research provides valuable insights for policymakers and business leaders, highlighting the transformative potential of Digital Twin technology in optimizing logistics operations and decision-making in Oman.
This paper examines the role of Augmented Reality (AR) and Virtual Reality (VR) in enhancing marketing strategies within Oman's logistics sector. As technological advancements reshape consumer expectations and business operations, AR and VR offer innovative solutions for improving customer engagement, training, and operational efficiency in logistics marketing. This study investigates how these immersive technologies can be leveraged to strengthen Oman's logistics marketing strategies and enhance competitive advantage. The research begins by defining AR and VR, outlining their applications in the logistics industry, and emphasizing their potential to create interactive and engaging experiences for customers. It situates this discussion within Oman's broader goals for economic diversification and the development of a robust logistics sector. Utilizing a mixed-methods approach, the study combines quantitative analysis of customer engagement metrics with qualitative insights from logistics marketing professionals and technology experts. The quantitative analysis evaluates the impact of AR and VR initiatives on key performance indicators such as customer satisfaction, brand loyalty, and operational efficiency. Qualitative insights provide a deeper understanding of the practical applications, challenges, and best practices associated with implementing these technologies in logistics marketing. Findings indicate that the integration of AR and VR into logistics marketing strategies can significantly enhance customer experiences and operational processes. Case studies illustrate successful implementations, such as virtual tours of logistics facilities, AR-enabled product visualization, and immersive training programs, leading to improved customer retention and operational effectiveness. The research highlights the importance of innovation and adaptability in leveraging these technologies to meet evolving market demands. The paper also addresses the barriers to adopting AR and VR in Oman's logistics sector, including technology costs, lack of awareness, and the need for skilled personnel. It emphasizes the role of collaboration among industry stakeholders, educational institutions, and government agencies in fostering an environment conducive to technological advancement. Concluding with strategic recommendations, the study advocates for the development of supportive policies and investment in AR and VR technologies within Oman's logistics sector. By embracing these immersive technologies, logistics companies can enhance their marketing strategies, improve customer engagement, and solidify Oman's position as a competitive player in the global logistics market. This research provides valuable insights for policymakers and business leaders, highlighting the transformative potential of AR and VR in shaping the future of logistics marketing in Oman.
This paper explores the transformative potential of e-logistics and digital supply chains in redefining Oman's role as a future logistics hub. As global trade dynamics evolve, the integration of digital technologies in logistics operations is becoming increasingly vital for enhancing efficiency, responsiveness, and competitiveness. This study examines how Oman can leverage e-logistics to position itself as a leading logistics destination in the region. The research begins by defining e-logistics and digital supply chains, highlighting their significance in modern logistics management. It situates Oman within the broader context of regional logistics developments and economic diversification efforts, emphasizing the strategic advantages of its geographic location and existing infrastructure. Employing a mixed-methods approach, the study combines quantitative analysis of logistics performance metrics and digital technology adoption rates with qualitative insights from key stakeholders, including logistics providers, industry experts, and policymakers. The quantitative analysis evaluates the impact of e-logistics initiatives on operational efficiency, cost reduction, and service quality. Qualitative insights provide a deeper understanding of the challenges and opportunities associated with digital transformation in the logistics sector. Findings indicate that the adoption of e-logistics and digital supply chain practices can significantly enhance Oman's logistics capabilities and competitiveness. Case studies illustrate successful implementations of digital tools such as automated warehousing, real-time tracking systems, and integrated supply chain platforms, leading to improved customer satisfaction and operational agility. The research underscores the importance of fostering a collaborative ecosystem among stakeholders to facilitate knowledge sharing and innovation. The paper also addresses the barriers to implementing e-logistics in Oman, including infrastructure limitations, regulatory challenges, and the need for workforce development in digital skills. It emphasizes the critical role of government support and strategic partnerships in overcoming these obstacles and promoting digital transformation. Concluding with strategic recommendations, the study advocates for the establishment of policies that encourage investment in digital logistics technologies and infrastructure development. By embracing e-logistics, Oman can reinvent its logistics sector, enhance its attractiveness as a regional hub, and contribute to the global supply chain landscape. This research provides valuable insights for policymakers and business leaders, highlighting the essential role of digital transformation in shaping Oman's future as a competitive logistics hub.
This paper investigates the entrepreneurial digital transformation of small and medium-sized enterprises (SMEs) in Oman's logistics sector, focusing on strategies that drive competitive growth. As digital technologies reshape the logistics landscape, SMEs face both challenges and opportunities in adapting to these changes. This study explores how entrepreneurial approaches to digital transformation can enhance operational efficiency, customer engagement, and overall competitiveness. The research begins by defining entrepreneurial digital transformation and its relevance to logistics SMEs, emphasizing the importance of innovation and agility in a rapidly changing market. It situates this discussion within Oman's broader economic diversification objectives and the need for SMEs to leverage digital tools for sustainable growth. Utilizing a mixed-methods approach, the study combines quantitative analysis of performance metrics and digital adoption rates with qualitative insights from key stakeholders, including logistics SMEs, industry experts, and policymakers. The quantitative analysis assesses the impact of digital transformation initiatives on business performance indicators such as revenue growth, customer satisfaction, and market reach. Qualitative insights provide a deeper understanding of the strategies employed by successful SMEs and the barriers they encounter. Findings reveal that effective entrepreneurial digital transformation can significantly enhance the competitive position of logistics SMEs in Oman. Case studies illustrate successful digital initiatives, including the adoption of e-commerce platforms, data analytics, and automated logistics solutions, which have led to improved operational efficiency and increased customer engagement. The research highlights the importance of fostering a culture of innovation and continuous learning within SMEs to adapt to digital advancements. The paper also addresses the challenges faced by logistics SMEs in Oman, including limited access to technology, financial constraints, and the need for skilled workforce development. It emphasizes the crucial role of government support and industry collaboration in facilitating digital transformation efforts. Concluding with strategic recommendations, the study advocates for the development of supportive policies and initiatives that promote digital literacy, access to technology, and funding for logistics SMEs. By embracing entrepreneurial digital transformation, these enterprises can position themselves for competitive growth and contribute to the overall development of Oman's logistics sector. This research provides valuable insights for policymakers and business leaders, highlighting the critical role of digital transformation in driving sustainable growth and innovation within Oman's logistics SMEs.
Purpose
The agribusiness sector faces mounting pressure due to a persistently challenging business environment, rapidly increasing population and rising food demand. Drawing on institutional theory, this study aims to explore the role of sustainable project management in enhancing the short- and long-term performance of agri-business projects, with a particular focus on technological orientation as an alternative to traditional approaches.
Design/methodology/approach
A quantitative research design was employed using a questionnaire survey, with data collected from 342 project managers engaged in agri-business infrastructure projects.
Findings
The findings confirm that sustainable project management has both direct and indirect positive effects on project performance through technological orientation. These results highlight the critical need for agriculture managers to integrate advanced technologies alongside sustainable project management practices across all project phases – from planning to completion – to effectively address current and future agricultural demands in the context of rapid population growth.
Originality/value
This study was the first of its kind to examine how the short- and long-run performance of agricultural business projects can be enhanced through sustainable project management and technological orientation to meet the demands of foods.
This paper explores the role of green supply chain integration in enhancing the sustainability of Oman's logistics sector. As global environmental concerns rise, the logistics industry faces increasing pressure to adopt sustainable practices that minimize ecological impact and improve operational efficiency. This study examines how integrating green supply chain principles can strengthen Oman's logistics sector while contributing to broader sustainability goals. The research begins by defining green supply chain integration and its significance in the logistics context, emphasizing the interconnectedness of environmental sustainability and supply chain management. It contextualizes Oman's logistics sector within the framework of national economic diversification and sustainable development initiatives. Employing a mixed-methods approach, the study combines quantitative analysis of sustainability performance metrics with qualitative insights from key stakeholders, including logistics providers, policymakers, and environmental experts. The quantitative analysis evaluates the impact of green supply chain practices on key performance indicators such as cost efficiency, resource utilization, and carbon emissions reduction. Qualitative insights provide a deeper understanding of the motivations, challenges, and best practices associated with implementing green supply chain integration. Findings indicate that effective green supply chain integration can significantly enhance the sustainability of Oman's logistics sector. Case studies highlight successful initiatives where logistics companies have adopted green practices, resulting in improved operational performance, reduced environmental footprint, and increased customer satisfaction. The research underscores the importance of collaboration among stakeholders to facilitate knowledge sharing and best practice implementation. The paper also addresses the barriers to green supply chain integration in Oman's logistics sector, including regulatory challenges, lack of awareness, and the need for investment in sustainable technologies. It emphasizes the importance of supportive policies and infrastructure development to create an enabling environment for green logistics practices. Concluding with strategic recommendations, the study advocates for the establishment of comprehensive policies that promote green supply chain integration within Oman's logistics sector. By embracing sustainable practices and fostering collaboration, Oman can strengthen its logistics sector's competitiveness and contribute to global sustainability efforts. This research provides valuable insights for policymakers and industry leaders, highlighting the critical role of green supply chain integration in advancing sustainability within Oman's logistics sector.
This paper examines the role of eco-entrepreneurial marketing in Oman's logistics sector, focusing on the country's strategy for branding itself as a sustainable logistics hub. As environmental sustainability becomes a key consideration in global supply chains, the integration of eco-friendly marketing practices is essential for logistics companies in Oman to differentiate themselves and attract environmentally conscious clients. The study begins by defining eco-entrepreneurial marketing and its relevance to the logistics industry. It emphasizes how innovative marketing strategies can promote sustainable practices, enhance brand visibility, and foster customer loyalty. This discussion is framed within Oman's broader vision for economic diversification and sustainable development. Utilizing a mixed-methods approach, the research combines quantitative analysis of market trends and consumer preferences with qualitative insights from key stakeholders, including logistics providers, marketers, and policymakers. The quantitative analysis assesses the impact of eco-marketing initiatives on business performance indicators such as customer engagement, market share, and overall competitiveness. Qualitative insights provide a deeper understanding of the challenges and opportunities logistics companies face in implementing eco-entrepreneurial marketing strategies. Findings indicate that effective eco-entrepreneurial marketing can significantly enhance Oman's reputation as a sustainable logistics hub. Case studies highlight successful initiatives where logistics companies have adopted eco-friendly marketing practices, resulting in increased brand loyalty, improved operational performance, and stronger market positioning. The research underscores the importance of aligning marketing strategies with sustainability goals to create a compelling brand narrative. The paper also addresses the barriers to implementing eco-entrepreneurial marketing in Oman's logistics sector, including regulatory challenges, limited stakeholder awareness, and the need for capacity building among businesses. It emphasizes the importance of collaboration between government agencies, industry stakeholders, and educational institutions to foster a culture of sustainability and innovation. Concluding with strategic recommendations, the study advocates for the development of supportive policies and frameworks that encourage the adoption of eco-entrepreneurial marketing practices within Oman's logistics sector. By leveraging these strategies, logistics companies can enhance their sustainability performance, attract investment, and contribute to Oman's vision of becoming a leader in sustainable logistics. This research provides valuable insights for policymakers and business leaders, highlighting the critical role of eco-entrepreneurial marketing in positioning Oman as a premier sustainable logistics hub in the region.
This paper investigates the decarbonization of Oman's logistics sector and its strategic transition toward a net-zero supply chain model. As global pressures to mitigate climate change intensify, the logistics industry plays a crucial role in reducing greenhouse gas emissions and promoting sustainable practices. This study explores the challenges and opportunities associated with implementing decarbonization strategies within Oman's logistics framework. The research begins by defining decarbonization in the context of logistics, highlighting its significance for achieving sustainability goals and enhancing operational efficiency. It situates Oman's logistics sector within the broader narrative of national economic diversification and environmental responsibility, emphasizing the importance of transitioning to a net-zero supply chain. Employing a mixed-methods approach, the study combines quantitative analysis of carbon emissions data and logistics performance metrics with qualitative insights from key stakeholders, including logistics providers, policymakers, and environmental experts. The quantitative analysis evaluates the potential economic and environmental impacts of decarbonization initiatives, focusing on key performance indicators such as emissions reductions, cost savings, and operational improvements. Qualitative insights provide a deeper understanding of the barriers to and drivers of successful decarbonization efforts. Findings indicate that transitioning to a net-zero supply chain model can significantly enhance Oman's competitiveness in the global market while contributing to environmental sustainability. Case studies showcase successful decarbonization initiatives, illustrating how logistics companies have adopted innovative practices, such as the use of alternative fuels, energy-efficient technologies, and optimized logistics operations. These initiatives not only lead to reduced emissions but also create new business opportunities and enhance corporate reputation. The paper also discusses the challenges Oman faces in its decarbonization journey, including regulatory hurdles, infrastructure limitations, and the need for stakeholder collaboration. It emphasizes the importance of a cohesive strategy that involves government support, industry participation, and public awareness to facilitate the transition. Concluding with strategic recommendations, the study advocates for the establishment of comprehensive policies and incentives that promote decarbonization within Oman's logistics sector. By embracing sustainable practices and innovative technologies, Oman can position itself as a leader in the transition to a net-zero supply chain model, contributing to global efforts to combat climate change. This research provides valuable insights for policymakers and industry leaders, highlighting the critical role of decarbonization in shaping a sustainable logistics future for Oman.
This paper examines the development of carbon-neutral logistics hubs in Oman and their potential to enhance the country's competitive positioning within the global green economy. As nations increasingly commit to reducing carbon emissions, the establishment of carbon-neutral logistics infrastructure represents a critical opportunity for Oman to align with international sustainability goals while fostering economic growth. The study begins by defining carbon-neutral logistics hubs and their significance in the context of global supply chain dynamics. It explores how these hubs can serve as essential nodes for sustainable trade, reducing the environmental impact of logistics operations and enhancing operational efficiency. The research situates Oman within the broader framework of the green economy, emphasizing its strategic location and investments in infrastructure development. Utilizing a mixed-methods approach, the research combines quantitative analysis of logistics performance metrics and carbon emissions data with qualitative insights from key stakeholders, including logistics providers, government officials, and environmental experts. The quantitative analysis assesses the potential economic benefits of carbon-neutral logistics hubs, focusing on factors such as cost savings, investment attraction, and market competitiveness. Qualitative insights provide a deeper understanding of the challenges and opportunities associated with transitioning to carbon-neutral logistics practices. Findings indicate that the establishment of carbon-neutral logistics hubs can significantly enhance Oman's attractiveness as a destination for sustainable trade and investment. Case studies illustrate successful initiatives where logistics companies have implemented carbon-neutral practices, resulting in reduced emissions, lower operational costs, and improved brand reputation. Furthermore, the research highlights the importance of supportive policies and regulatory frameworks in facilitating this transition. The paper also discusses the challenges Oman faces in developing carbon-neutral logistics hubs, including the need for technological innovation, infrastructure investment, and stakeholder collaboration. It underscores the importance of engaging public and private sectors to create a cohesive strategy for promoting carbon neutrality in logistics. Concluding with strategic recommendations, the study advocates for the formulation of comprehensive policies that support the development of carbon-neutral logistics hubs. By embracing sustainable practices, Oman can strengthen its position in the global green economy, attract investment, and contribute to international efforts to combat climate change. This research offers valuable insights for policymakers and industry leaders, highlighting how carbon-neutral logistics hubs can play a transformative role in Oman's economic and environmental future.
This paper explores the implementation of circular economy strategies within Oman's logistics sector, focusing on their implications for business practices and marketing approaches. As the global shift towards sustainability accelerates, embracing circular economy principles is vital for logistics companies in Oman to reduce waste, enhance resource efficiency, and create value through innovative practices. The study begins by defining the circular economy and its relevance to the logistics sector, emphasizing how these strategies can promote sustainable supply chain management and minimize environmental impact. It situates this discussion within Oman's broader economic diversification goals and commitment to sustainable development. Utilizing a mixed-methods approach, the research combines quantitative analysis of logistics performance metrics with qualitative insights from key stakeholders, including logistics providers, marketers, and policymakers. The quantitative analysis evaluates the impact of circular economy strategies on key business indicators such as cost savings, operational efficiency, and customer satisfaction. Qualitative insights provide a deeper understanding of the motivations, challenges, and best practices associated with implementing circular economy principles in logistics. Findings reveal that adopting circular economy strategies can significantly enhance the competitive advantage of logistics companies in Oman. Case studies illustrate successful initiatives where companies have integrated circular practices, resulting in reduced waste, improved resource recovery, and increased customer loyalty. Additionally, the research highlights the role of targeted marketing in promoting circular economy initiatives, enhancing brand reputation, and engaging environmentally conscious consumers. The paper also addresses the barriers to implementing circular economy strategies in Oman's logistics sector, including regulatory constraints, limited stakeholder awareness, and the need for infrastructure improvements. It emphasizes the importance of collaboration among government agencies, industry stakeholders, and educational institutions to foster a culture of sustainability. Concluding with strategic recommendations, the study advocates for the development of supportive policies and frameworks that encourage the adoption of circular economy strategies within Oman's logistics sector. By embracing these practices, logistics companies can not only improve their sustainability performance but also contribute to Oman's vision for a resilient and diversified economy. This research contributes to the understanding of how circular economy strategies can be effectively integrated into the logistics sector, offering valuable insights for policymakers and business leaders focused on advancing sustainable practices and innovation in Oman.
This paper explores the concept of green entrepreneurial marketing within Oman's logistics sector, focusing on the interplay between policy frameworks and business practices. As sustainability becomes increasingly significant in global supply chains, leveraging green marketing strategies is essential for logistics companies in Oman to enhance their competitive edge while contributing to environmental conservation. The study begins by defining green entrepreneurial marketing and its relevance to the logistics sector, emphasizing how innovative marketing strategies can promote sustainable practices and differentiate businesses in a crowded marketplace. It situates this discussion within Oman's broader economic diversification goals and commitment to sustainable development. Employing a mixed-methods approach, the research integrates quantitative analysis of market trends and green marketing practices with qualitative insights from key stakeholders, including logistics providers, policymakers, and consumers. The quantitative analysis assesses the impact of green marketing initiatives on business performance indicators such as customer engagement, brand loyalty, and market share. Qualitative insights provide a deeper understanding of the barriers and opportunities associated with implementing green marketing strategies in Oman's logistics sector. Findings indicate that effective green entrepreneurial marketing can significantly enhance the visibility and reputation of logistics companies, leading to increased customer trust and loyalty. Case studies illustrate successful examples where firms have adopted green marketing practices, resulting in improved operational efficiency and a stronger alignment with sustainability goals. Moreover, the research highlights the importance of supportive policies that encourage businesses to adopt green marketing strategies. The paper also addresses the challenges faced by Oman's logistics sector in implementing green entrepreneurial marketing, including regulatory constraints, lack of awareness, and the need for capacity building among businesses. It emphasizes the critical role of collaboration between government agencies and industry stakeholders in fostering a conducive environment for green marketing initiatives. Concluding with strategic recommendations, the study advocates for the development of comprehensive policies that incentivize green entrepreneurial marketing practices within Oman's logistics sector. By embracing these strategies, logistics companies can not only improve their sustainability performance but also contribute to Oman's vision for a diversified and environmentally responsible economy. This research contributes to the understanding of how green entrepreneurial marketing can shape the logistics sector in Oman, offering valuable insights for policymakers and business leaders focused on advancing sustainable practices and innovation.
This paper investigates the adoption of renewable energy within Oman's logistics infrastructure, focusing on its economic and environmental impacts. As the global shift toward sustainability intensifies, the integration of renewable energy sources in logistics operations presents a significant opportunity for Oman to enhance its competitiveness while addressing environmental challenges. The study begins by outlining the current state of Oman's logistics infrastructure and its reliance on conventional energy sources. It emphasizes the necessity for transitioning to renewable energy to align with national goals for economic diversification and sustainable development. The discussion highlights various renewable energy options, including solar, wind, and bioenergy, and their potential applications within the logistics sector. Utilizing a mixed-methods approach, the research combines quantitative analysis of energy consumption patterns and operational efficiency metrics with qualitative insights from key stakeholders, including logistics providers, energy experts, and policymakers. The quantitative analysis evaluates the economic implications of renewable energy adoption, focusing on cost savings, return on investment, and overall operational performance. Qualitative insights provide a deeper understanding of the challenges and opportunities associated with integrating renewable energy into logistics operations. Findings reveal that the adoption of renewable energy in Oman's logistics infrastructure can lead to substantial economic benefits, including reduced energy costs, increased energy security, and enhanced competitiveness in global markets. Additionally, the shift toward renewable energy contributes to significant environmental benefits, such as reduced greenhouse gas emissions and improved air quality. Case studies highlight successful implementations where logistics companies have effectively integrated renewable energy solutions, demonstrating improved operational outcomes and alignment with sustainability goals. The paper also addresses the barriers to renewable energy adoption in Oman's logistics sector, including regulatory challenges, infrastructure limitations, and the need for stakeholder awareness and engagement. It emphasizes the importance of collaboration among government agencies, industry stakeholders, and educational institutions to create an enabling environment for renewable energy integration. Concluding with strategic recommendations, the study advocates for the development of supportive policies and incentives that encourage the adoption of renewable energy within Oman's logistics infrastructure. By embracing renewable energy technologies, Oman can strengthen its position as a leader in sustainable logistics while contributing to global efforts in combating climate change. This research contributes to the understanding of the economic and environmental impacts of renewable energy adoption in logistics, offering valuable insights for policymakers and practitioners focused on advancing sustainability and innovation in Oman's logistics sector.
This paper provides a comprehensive analysis of sustainable procurement strategies within Oman's logistics industry, examining prevailing market trends and their economic implications. As the global logistics landscape increasingly prioritizes sustainability, the adoption of effective procurement practices is crucial for enhancing operational efficiency, reducing environmental impact, and fostering economic resilience in Oman. The study begins by defining sustainable procurement and its significance in the logistics sector, emphasizing its role in promoting environmentally responsible sourcing and long-term economic viability. It highlights Oman's strategic objectives of economic diversification and sustainable development, positioning sustainable procurement as a pivotal element in achieving these goals. Utilizing a mixed-methods approach, the research integrates quantitative analysis of market trends and procurement practices with qualitative insights gathered from key stakeholders, including logistics providers, suppliers, and government officials. The quantitative analysis evaluates the impact of sustainable procurement practices on key performance indicators such as cost savings, supplier relationships, compliance with environmental regulations, and overall market competitiveness. Qualitative insights provide a nuanced understanding of the motivations, challenges, and best practices associated with sustainable procurement in Oman's logistics industry. Findings reveal that the implementation of sustainable procurement strategies significantly enhances operational performance and aligns with global sustainability objectives. Case studies highlight successful initiatives where logistics companies have effectively integrated sustainable sourcing practices, resulting in improved supplier collaboration, reduced waste, and enhanced brand reputation among environmentally conscious consumers. The paper also addresses the multifaceted challenges faced by Oman in promoting sustainable procurement, including regulatory barriers, limited stakeholder awareness, and infrastructural constraints. It underscores the necessity for a collaborative approach involving government agencies, industry stakeholders, and educational institutions to foster a culture of sustainability within the procurement process. Concluding with strategic recommendations, the study advocates for the development of policies that encourage the adoption of sustainable procurement strategies across Oman's logistics industry. It emphasizes the importance of stakeholder engagement, capacity building, and the establishment of best practice frameworks to guide organizations in their sustainability efforts. By embracing sustainable procurement practices, Oman can enhance its market positioning, drive economic growth, and contribute to broader environmental sustainability goals. This research contributes to the understanding of how sustainable procurement strategies can transform Oman's logistics industry, offering valuable insights for policymakers and practitioners focused on advancing economic and environmental sustainability in the region.
This paper explores the intersection of waste management and reverse logistics in Oman, focusing on entrepreneurial approaches to sustainability. As environmental concerns gain prominence globally, effective waste management practices and reverse logistics systems are essential for minimizing waste, maximizing resource recovery, and promoting sustainable economic growth in Oman. The study begins by defining waste management and reverse logistics, highlighting their roles in creating a circular economy. It contextualizes these concepts within Oman's strategic vision for sustainable development and economic diversification, emphasizing the need for innovative solutions to address waste-related challenges. Utilizing a mixed-methods approach, the research combines quantitative analysis of waste management metrics and reverse logistics performance with qualitative insights from key stakeholders, including entrepreneurs, logistics providers, and policymakers. The quantitative analysis evaluates the effectiveness of current waste management systems and reverse logistics processes, focusing on key performance indicators such as waste diversion rates, cost savings, and operational efficiency. Qualitative insights provide a deeper understanding of entrepreneurial initiatives that leverage waste as a resource, fostering innovation and sustainability. Findings reveal that entrepreneurial approaches to waste management and reverse logistics can significantly enhance sustainability outcomes in Oman. Case studies illustrate successful ventures where businesses have effectively integrated reverse logistics practices, leading to reduced environmental impact, improved resource efficiency, and enhanced economic viability. These initiatives not only contribute to waste reduction but also create new business opportunities and foster a culture of sustainability among consumers. The paper also addresses the challenges faced by Oman in implementing effective waste management and reverse logistics strategies, including regulatory hurdles, lack of awareness, and infrastructural limitations. It emphasizes the importance of collaboration among government entities, industry stakeholders, and educational institutions to promote innovative solutions and best practices. Concluding with strategic recommendations, the study advocates for the development of supportive policies and frameworks that encourage entrepreneurial initiatives in waste management and reverse logistics. By fostering an entrepreneurial ecosystem, Oman can enhance its sustainability efforts, drive economic growth, and position itself as a leader in sustainable practices in the region. This research contributes to the understanding of how waste management and reverse logistics can be effectively integrated into Oman's sustainability agenda, offering valuable insights for policymakers, entrepreneurs, and practitioners focused on advancing environmental and economic sustainability.
This paper examines the role of green ports and airports in positioning Oman as a sustainable logistics hub in the context of global environmental challenges and economic diversification. As the logistics industry increasingly prioritizes sustainability, Oman's strategic investments in eco-friendly infrastructure and practices are essential for enhancing its competitiveness and reducing its environmental footprint. The study begins by defining the concept of green ports and airports, highlighting their significance in promoting sustainable logistics practices, reducing emissions, and optimizing resource use. It situates this discussion within Oman's broader vision for sustainable development, emphasizing the integration of environmental considerations into its logistics framework. Employing a mixed-methods approach, the research combines quantitative analysis of logistics performance metrics with qualitative insights from key stakeholders, including port and airport authorities, logistics providers, and policymakers. The quantitative analysis assesses the relationship between green initiatives and key performance indicators such as cargo throughput, operational efficiency, and customer satisfaction. Qualitative insights offer a deeper understanding of the perspectives and experiences of stakeholders involved in the transition to greener logistics practices. Findings indicate that the development of green ports and airports is pivotal for enhancing Oman's reputation as a sustainable logistics hub. Case studies illustrate successful initiatives where ports and airports have implemented sustainable practices, resulting in improved operational performance, increased business opportunities, and stronger international partnerships. These initiatives not only contribute to environmental sustainability but also align with global trends toward green logistics. The paper also addresses the challenges Oman faces in developing green logistics infrastructure, including the need for investment, regulatory support, and stakeholder collaboration. It emphasizes the importance of a cohesive approach that involves government agencies, industry players, and educational institutions to foster innovation and promote best practices in sustainability. Concluding with strategic recommendations, the study advocates for the establishment of comprehensive policies that support the development of green ports and airports. By adopting sustainable logistics practices, Oman can enhance its global competitiveness, attract investment, and contribute to international efforts in combating climate change. This research contributes to the understanding of how green ports and airports can play a crucial role in Oman's future as a sustainable logistics hub, offering valuable insights for policymakers and practitioners focused on advancing sustainability in the logistics sector.
This paper investigates the entrepreneurial marketing of sustainability-driven logistics services in Oman from a stakeholder perspective. As global markets increasingly prioritize sustainability, understanding how logistics providers can effectively market their green initiatives is essential for enhancing competitiveness and fostering stakeholder engagement in Oman's logistics sector. The study begins by defining entrepreneurial marketing within the context of sustainability-driven logistics, emphasizing its role in driving innovation and creating value for diverse stakeholders. It situates this discussion within Oman's strategic vision for economic diversification and sustainable development. Utilizing a mixed-methods approach, the research combines quantitative analysis of market trends and service performance metrics with qualitative insights gathered from key stakeholders, including logistics providers, customers, government agencies, and industry experts. The quantitative analysis evaluates the impact of sustainability-driven marketing initiatives on customer satisfaction, market share, and operational efficiency. Qualitative insights provide a deeper understanding of stakeholder perceptions and the effectiveness of various marketing strategies. Findings reveal that entrepreneurial marketing strategies focused on sustainability significantly enhance the appeal of logistics services in Oman. Case studies highlight successful initiatives where logistics companies have effectively communicated their environmental commitments, resulting in increased customer loyalty, improved brand reputation, and stronger stakeholder relationships. The paper also addresses the challenges faced by Oman's logistics sector in implementing sustainability-driven marketing strategies, including the need for greater awareness, infrastructural support, and collaboration among stakeholders. It emphasizes the importance of fostering partnerships between government, industry, and educational institutions to promote a culture of sustainability and innovation. Concluding with strategic recommendations, the study advocates for the development of targeted marketing campaigns that highlight the environmental benefits and value propositions of sustainability-driven logistics services. By adopting an entrepreneurial marketing approach, Oman can position itself as a leader in sustainable logistics, attracting investment and contributing to global sustainability efforts. This research contributes to the understanding of how entrepreneurial marketing can enhance the visibility and effectiveness of sustainability-driven logistics services in Oman, offering valuable insights for policymakers and practitioners focused on advancing economic and environmental goals.
This paper explores the concept of green port marketing and its impact on the global reputation of Oman's logistics hubs. As sustainability becomes a critical concern in global trade and logistics, effective marketing strategies that highlight environmentally friendly practices are essential for enhancing the competitive positioning of Oman's ports. The study begins by defining green port marketing and its significance in promoting sustainable practices within the logistics sector. It situates this discussion within Oman's broader strategic goals of economic diversification and environmental responsibility, particularly in the context of its logistics infrastructure. Utilizing a mixed-methods approach, the research combines quantitative analysis of port performance metrics with qualitative insights from key stakeholders, including port authorities, logistics providers, and industry experts. The quantitative analysis assesses the relationship between green marketing initiatives and key performance indicators such as cargo volume, customer satisfaction, and international partnerships. Qualitative insights provide a deeper understanding of how effective green marketing can enhance the perception of Oman's logistics hubs on the global stage. Findings indicate that implementing robust green port marketing strategies significantly boosts the global reputation of Oman's logistics hubs. Case studies illustrate examples where ports have successfully promoted their sustainability initiatives, leading to increased business opportunities, stronger international partnerships, and enhanced brand loyalty among environmentally conscious customers. The paper also addresses the challenges Oman faces in adopting green port marketing, including the need for investment in sustainable infrastructure, regulatory support, and stakeholder engagement. It emphasizes the importance of collaboration among government entities, private sector participants, and educational institutions to create a cohesive approach to green marketing. Concluding with strategic recommendations, the study advocates for the development of comprehensive marketing campaigns that effectively communicate the environmental benefits and operational efficiencies of Oman's logistics hubs. By enhancing its global reputation as a green logistics leader, Oman can attract investment and foster sustainable economic growth. This research contributes to the understanding of how green port marketing can elevate the global standing of Oman's logistics hubs, offering valuable insights for policymakers and practitioners focused on advancing sustainability and competitiveness in the logistics sector.
Increasing environmental uncertainty has focused greater attention on firms' overall business
orientations, particularly on the marketing orientation and the entrepreneurial orientation.
The major purpose of this empirical investigation was to determine whether the
marketing orientation and entrepreneurial orientation represent the same or two unique
business philosophies
This article reviews a central tension in management—the relationship between customers and innovation. It explores the contrast between serving and creating customers and examines the sometimes uneasy relationship between an innovation orientation and a customer orientation. From this discussion, the article develops a model that provides an inclusive paradigm of the different strategies that firms have used to resolve the tension and explores the dynamics of the change process for several well-known companies. It concludes by developing the managerial implications of the model, with a particular emphasis on how new technology is changing the desirability of alternative strategies.
This article is focused on the factors that moderate the relationship between firm's strategic orientation and performance in small and medium-sized firms. Much prior research has focused simply on identifying environmental conditions conducive to the effectiveness of the strategic orientation approach. However, recent research has called for studies focused on investigating internal moderators of the strategic orientation-performance relationship. As a result, we propose a contingency framework, considering how corporate and competitive strategies, top management characteristics, and environmental conditions may moderate this relationship. Based on a survey of 295 small and medium-sized enterprises pertaining to seven manufacturing sectors, our study shows that the positive influence of the firm's strategic orientation may be moderated by the environment conditions, the previous experience of top management team, and the corporate and competitive strategies developed by the firm.
Conventional marketing wisdom holds that a customer orientation provides a firm with a better understanding of its customers, which subsequently leads to enhanced customer satisfaction and firm performance. However, there are cautions that being too customer focused can lead to inertia, and anecdotal evidence suggests that it may be bet- ter to "ignore your customer" when developing new products. Building on the market orientation research stream, the authors examine the impact of three alternative strategic orientations—customer orientation, competitor orien- tation, and product orientation—on a variety of subjective and objective measures of performance in the nonprofit professional theater industry, which is marked by high rates of artistic innovation and largely unpredictable cus- tomer preferences. The results indicate that the association between strategic orientation and performance varies depending on the type of performance measure used. However, the most unambiguous result is that a customer orientation exhibits a negative association with subscriber ticket sales, total income, and net surplus/deficit.
While heavily emphasized within for-profit organizations, little is understood regarding the role of entrepreneurial leadership in the development, growth, and sustainability of non-profit enterprises. The fundamental logic of entrepreneurship is less apparent in this context given the social mission and multiple stakeholders involved. Building on findings regarding entrepreneurial orientation (EO) within for-profit organizations, a model of antecedents, correlates, and outcomes of entrepreneurship in non-profits is developed and tested. Emphasis is placed on the relationship between EO and the market orientation (MO) of the non-profit. The findings demonstrate that entrepreneurship has a legitimate role in non-profits, and the work climate can be designed to affect levels of entrepreneurship. Further, EO is associated with aspects of market orientation, but not with financial performance. Implications are drawn for theory and practice.
Although the merits of maintaining a market orientation have been extensively discussed in the literature, studies examining the empirical link between market orientation and performance have shown mixed results. The authors explore the relative performance effects of various dimensions of market orientation using a longitudinal approach based on letters to shareholders in corporate annual reports. Furthermore, the authors examine the relative effects of alternative strategic orientations that reflect different managerial priorities for the firm. The authors also extend previous work by considering the mediating effects of organizational learning and innovativeness on the orientation-performance relationship. The results show that firms possessing higher levels of competitor orientation, national brand focus, and selling orientation exhibit superior performance.
Due to the recently articulated need for a better understanding of product innovativeness determinants, this study focuses on firm-specific factors that influence the innovativeness level of new products. A path analysis model pertaining to a dataset of 150 manufacturing SMEs in Greece is applied to examine customer and technology orientations' direct effects on product newness to customers on the one hand and their indirect effects through learning orientation on new product uniqueness on the other. Empirical results indicate that technology orientation is more important than customer orientation in explaining product newness to customers and thus increases the chances of the firm producing a new product beyond their experiences and consumption patterns. They also suggest that learning orientation being enhanced by stronger customer and technology orientations constitutes a key organisational capability in creating more unique new products for the market. These findings are discussed in the context of Greek SMEs in the food & beverages and textile industries, taking into account the specific conditions prevailing. Apart from providing some new evidence in the important area of SMEs, this study also reveals interesting implications for managers and policy-makers while providing potential avenues for further investigation.
Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject
has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies.
Second, despite the recent growth in globalization, the moderating role of globalization on the link between marketing resources
and performance has not been investigated. Addressing these important gaps, this article focuses on an emerging economy (China)
and explores the moderating effect of globalization on this link. Specifically, the authors develop several hypotheses highlighting
the moderating role of globalization activities (global product sourcing, global market seeking, and global partnership) on
the link between marketing resources (market orientation, entrepreneurial orientation, and innovative capability) and firm
performance. The findings of the moderating role of globalization provide several important implications for marketing theory
development and managerial practice.
Purpose
The purpose of this paper is to examine the nomological relations among market‐orientation, learning‐orientation and innovativeness in medium‐sized business (SMEs) of developing countries.
Design/methodology/approach
The study involves a questionnaire‐based survey of managers from small‐sized‐firms operating in Turkey. A total of 157 usable questionnaires were received from managers. These were subjected to a structural equation modeling (SEM) analysis.
Findings
The results show that firm innovativeness positively affects firm performance; firm learning‐orientation positively influences firm innovativeness; firm market‐orientation positively impacts firm learning orientation; firm learning‐orientation mediates the relationship between firm market‐orientation and firm innovativeness; and firm market‐orientation indirectly impacts firm performance via firm innovativeness and learning.
Practical implications
This study has implications for SEMs aiming at increasing their performance and innovativeness.
Originality/value
The interrelationships among a firm's market‐orientation, learning‐orientation, and innovativeness are an important research area for investigators in the literature of management, strategy, and marketing. However, most of the empirical studies were conducted in large‐scale firms in developed countries and ignored small and medium‐sized business (SMEs) in general, and in developing countries in particular. The results offer both theoretical and managerial implications.
Purpose
One of the strongest convictions in marketing is that market orientation contributes to firms' performance substantially more than alternative strategic orientations such as innovation and entrepreneurial orientations. Still, some studies show that alternative orientations can also substantially affect the performance of firms, and furthermore, that firms that combine market orientation with alternative orientations are likely to perform even better than firms adopting only market orientation. Also, the nature of the relationship between market orientation and other strategic orientations is not clear. The purpose of this paper is to deal with these discrepancies in the marketing literature. It highlights the importance of the study of the relationship between market orientation and alternative strategic orientations, examines the effect of market orientation on different orientations, and identifies the orientations that are more likely to be combined with market orientation.
Design/methodology/approach
The study employs a meta‐analysis procedure to synthesize empirical results on the relationship between market orientation and innovation, learning, entrepreneurial, and employee orientations.
Findings
Findings suggest that market orientation is strongly correlated with learning, entrepreneurial, and employee orientations, and that it has a moderate positive relationship with innovation orientation.
Research limitations/implications
Research on market orientation should shift its focus, moving from the study of the direct effect of market orientation on business performance to the study of the various combinations of strategic orientations that firms can pursue in different situations, studying how the more successful market‐oriented firms balance between market orientation and other strategic orientations.
Originality/value
This is the first meta‐analysis to examine the relationships between market orientation and alternative strategic orientations.
The purpose of this article is to explore different themes within entrepreneurship education via the use of a systematic literature review (SLR). Systematic literature reviews are recognized methods for conducting evidence-based policy. The particular approach to the SLR used in this study is explained and the article explores the findings outlining a thematic framework drawn from narrative coding. The findings support the conclusion that entrepreneurship education has had an impact on student propensity and intentionality. What is unclear is the extent to which such education impacts on the level of graduate entrepreneurship or whether it enables graduates to become more effective entrepreneurs. The findings also highlight a lack of consensus on what entrepreneurship or enterprise education actually `is' when implemented in practice.
Does market orientation impede breakthrough innovation? To date, researchers have presented opposing arguments with respect to this important issue. To address this controversy, the authors conceptualize and empirically test a model that links different types of strategic orientations and market forces, through organizational learning, to breakthrough innovations and firm performance. The results show that a market orientation facilitates innovations that use advanced technology and offer greater benefits to mainstream customers (i.e., technology-based innovations) but inhibits innovations that target emerging market segments (i.e., market-based innovations). A technology orientation is beneficial to technology-based innovations but has no impact on market-based innovations, and an entrepreneurial orientation facilitates both types of breakthroughs. Different market forces (demand uncertainty, technology turbulence, and competitive intensity) exert significant influence on technology- and market-based innovations, and these two types of innovations affect firm performance differently. The results have significant implications for firm strategies to facilitate product innovations and achieve competitive advantages.
Purpose
This study examines the interrelationships between aspects of entrepreneurial, market, and learning orientations, and international entrepreneurial business venture (IEBV) performance.
Design/methodology/approach
Data were collected from 396 entrepreneurs and 143 senior managers from early stage, growth‐oriented firms in the Republic of South Africa. These firms had an international focus in that 20 per cent began exporting from their inception and the remaining 80 per cent either began exporting within three years of inception or planned to export within three years of inception. Given the multidimensional nature of IEBV performance, structural equation modeling (AMOS) was used to test the measurement and substantive models.
Findings
Results indicate that IEBV performance is positively related to the innovativeness component of an entrepreneurial orientation (EO), a market orientation, and a learning orientation. Contrary to expectations, the communications aspect of EO is inversely related to objective performance measures.
Research limitations/implications
By design, only successful IEBVs in South Africa were studied, potentially limiting generalizability.
Practical implications
Financiers can enhance the probability of success by assigning a greater weight to an entrepreneur's creativity.
Originality/value
This is the first examination of the role of all three orientations and multidimensional measures of objective and subjective performance. It examines South Africa, a more dynamic, changing and hostile business environment. Managers and financiers can enhance their probability of success by developing the different orientations.
Entrepreneurial orientation (EO) has become an important and extensively researched topic in the literature. Empirical results suggest that EO may influence firm performance. However, it is important to determine whether the EO-performance relationship is sustainable since EO can be a resource-consuming strategic orientation. This research examines the sustainability of the EO-performance relationship; i.e., whether EO affects performance during an extended period of time or is a “quick fix” where performance is only temporarily affected. Using data from Swedish small firms, the results indicate that there is indeed a positive relationship between EO and performance. This relationship also increases over time. The results show that investments in EO may be worthwhile for small firms since they pay off over an extended period of time.
Why might firms be regarded as astutely managed at one point, yet subsequently lose their positions of industry leadership when faced with technological change? We present a model, grounded in a study of the world disk drive industry, that charts the process through which the demands of a firm's customers shape the allocation of resources in technological innovation—a model that links theories of resource dependence and resource allocation. We show that established firms led the industry in developing technologies of every sort—even radical ones—whenever the technologies addressed existing customers' needs. The same firms failed to develop simpler technologies that initially were only useful in emerging markets, because impetus coalesces behind, and resources are allocated to, programs targeting powerful customers. Projects targeted at technologies for which no customers yet exist languish for lack of impetus and resources. Because the rate of technical progress can exceed the performance demanded in a market, technologies which initially can only be used in emerging markets later can invade mainstream ones, carrying entrant firms to victory over established companies.
“Quadrads” (double dyads) of interviews, each conducted with a pair of marketing executives at a Japanese vendor firm and a pair of purchasing executives at a Japanese customer firm, provided data on corporate culture, customer orientation, innovativeness, and market performance. Business performance (relative profitability, relative size, relative growth rate, and relative share of market) was correlated positively with the customer's evaluation of the supplier's customer orientation, but the supplier's own assessment of customer orientation did not correspond well to that of the customer. Japanese companies with corporate cultures stressing competitiveness (markets) and entrepreneurship (adhocracies) outperformed those dominated by internal cohesiveness (clans) or by rules (hierarchies). Successful market innovation also improved performance.
Market orientation and innovation orientation are two concepts that seem to contradict each other. Whether they intend to or not, firms adopt a strategic mode of focus, a way of directing efforts towards markets, products, both, or neither. However, little information exists on whether managers within these organizations are content with the strategic archetype they have adopted, and if not, what their preferred mode of focus would be. This paper reports the results of a study that identified the modes of focus of South African firms as perceived by senior marketing managers, and then matched these to their preferences. Limitations are identified, implications for management singled out, and avenues for future research highlighted.<br /
The primary purpose of this article is to clarify the nature of the entrepreneurial orientation (EO) construct and to propose a contingency framework for investigating the relationship between EO and firm performance. We first explore and refine the dimensions of EO and discuss the usefulness of viewing a firm's EO as a multidimensional construct. Then, drawing on examples from the EO-related contingencies literature, we suggest alternative models (moderating effects, mediating effects, independent effects, interaction effects) for testing the EO-performance relationship.
A firm's marketing orientation and entrepreneurial orientation intuitively should relate to organizational performance. Considerable theory can be found concerning the causes and consequences of each orientation as well as their relationship, but little empirical evidence exists, especially for small-firm samples. This paper examines the relationship between the two concepts and how this relationship is moderated by the firm's external environment. In addition, the relationship of marketing orientation and entrepreneurial orientation to firm performance and the moderating effects of the environment on these two relationships are examined. The sample consists of entrepreneurs, defined as those individuals who have started or purchased a small business, and who are still leading the business they started or purchased.
Why might firms be regarded as astutely managed at one point, yet subsequently lose their positions of industry leadership when faced with technological change? We present a model, grounded in a study of the world disk drive industry, that charts the process through which the demands of a firm's customers shape the allocation of resources in technological innovation - a model that links theories of resource dependence and resource allocation. We show that established firms led the industry in developing technologies of every sort-even radical ones - whenever the technologies addressed existing customers' needs. The same firms failed to develop simpler technologies that initially were only useful in emerging markets, because impetus coalesces behind, and resources are allocated to, programs targeting powerful customers. Projects targeted at technologies for which no customers yet exist languish for lack of impetus and resources. Because the rate of technical progress can exceed the performance demanded in a market, technologies which initially can only be used in emerging markets later can invade mainstream ones, carrying entrant firms to victory over established companies.
Research investigating the competitive advantage of small firms has consistently emphasized the importance of marketing, strategic positioning and entrepreneurship as key factors in business survival and growth. The ability to identify and operate in a particular market niche enables the firm to exploit a range of specializations and offers protection from larger competitors. Yet despite the widespread acceptance of the importance of the marketing concept for the small firms survival and growth process, the precise marketing activities and competencies that contribute most strongly to business performance have still to be identified. This paper reports the results of a study which sought to explore the relationship between the marketing and entrepreneurial orientation of small firms. The study employed an activity-based perspective whereby demonstrable marketing competencies were related to the orientation evident in the firms and their ultimate performance. The analysis demonstrated that certain competencies were more strongly associated with a marketing orientation while others were associated with an entrepreneurial orientation. These results were linked to the performance of the firm. The discussion of these results contributes to our understanding of how marketing and entrepreneurship are linked to the competencies of the firm and its eventual performance.
This article develops a concept of an alignment between market and entrepreneurship orientations and reports the results of a study designed to investigate its effect on a firm's product innovation. A sample of 181 firms was classified into four categories labeled as market/entrepreneurship orientation (ME), entrepreneurship orientation (EO), market-oriented (MO), and conservative (CO) firms. One-way ANOVA and planned contrast tests (PCT) were used to identify whether or not specific product innovation decisions, activities, and performance vary across the groups. The results indicate that these groups of firms significantly differ with respect to both subjective and objective measures of new product performance, and with product innovation strategies and activities pertaining to timing of market entry, product quality, marketing synergy, proficiency of market launch, and management support for innovation. Further, the findings suggest that these groups of firms are not significantly different with respect to perceived environmental hostility and intensity of market competition. This finding suggests that the groups of firms are robust across environments and that the findings presented in this study are not an artifact of environmental variation. Managerial and research implications of the results are discussed.
A new theory of competition is evolving in the strategy literature. The authors explicate the foundations of this new theory, the ''comparative advantage theory of competition,'' and contrast them with the neoclassical theory of perfect competition. They argue that the new theory of competition explains key macro and micro phenomena better than neoclassical perfect competition theory. Finally, they further explicate the theory of comparative advantage by evaluating a market orientation as a potential resource for comparative advantage.
The authors seek to understand which of three different strategic orientations of the firm (customer, competitive, and technological) is more appropriate, when, and why it is so in the context of developing product innovations. They propose a structural model of the impact of the strategic orientation of the firm on the performance of a new product. The results provide evidence for best practices as follows: (1) A firm wishing to develop an innovation superior to the competition must have a strong technological orientation; (2) a competitive orientation in high-growth markets is useful because it enables firms to develop innovations with lower costs, which is a critical element of success; (3) firms should be consumer- and technology-oriented in markets in which demand is relatively uncertain - together, these orientations lead to products that perform better, and the firm will be able to market innovations better, thereby achieving a superior level of performance; and (4) a competitive orientation is useful to market innovations when demand is not too uncertain but should be de-emphasized in highly uncertain markets.
Market orientation (MO) and entrepreneurial orientation (EO) are correlated, but distinct constructs. MO reflects the degree to which firms' strategic market planning is driven by customer and competitor intelligence. Entrepreneurial orientation reflects the degree to which firms' growth objectives are driven by the identification and exploitation of untapped market opportunities. When modeled separately, research has reported direct effects of both constructs on firm profitability. When modeled simultaneously, however, the direct effect of EO has disappeared. This has led some scholars to postulate that EO is an antecedent of MO. The results of this study contradict this presumption and suggest that EO and MO complement one another, at least in small businesses, to boost profitability. The major difference between this and previous studies is the inclusion of innovation success, which captures an indirect effect of EO on profitability. At least in small firms, the results suggest that EO complements MO by instilling an opportunistic culture that impacts the quality and quantity of firms' innovations.
This study examined the customer orientation - performance link in small- and medium-sized businesses and tested for the possible effects of innovation orientation, market dynamism and competitive intensity on the degree of customer orientation among these firms. Specific performance measures used were new product success, sales growth and return on investment (ROI). Based on constructs of these measures, a research scale was developed for the study and data were collected via a self-administered mail survey among a UK samples of small- and medium-sized enterprises (SMEs). The results show a positive effect of customer orientation on SME performance. There are also findings on the varied influences of innovation orientation and the competitive environment on the levels of SME customer orientation. In the light of existing literature, implications of our findings for SME managers, the study’s limitations and future research directions are subsequently addressed.
Purpose
The paper investigates the relationships among learning orientation (LO), market orientation (MO), human resource practices (HRPs) and innovation and their association with organisational performance. The aim is to show that HRPs and innovation are important mechanisms for transmitting the benefit of LO and MO into performance outcomes.
Design/methodology/approach
Building on extensive literature, a model of the relationships is developed and empirically tested using survey data collected from 220 businesses. Data are analysed through structural equation modelling and/or path modelling. The primary aim is to assess direct, indirect and total effects of LO and MO on performance outcomes through HRPs and innovation (conceptualised as administrative, process and product innovation) as mediators. The study carefully traces the effects of each variable to distinguish between indirect effects and mediated effects.
Findings
HRPs are a major mechanism for transmitting the benefits of LO and MO. In some models this is even more important than innovation. The results also suggest that LO should be viewed as exploration while MO is the interface between exploration and exploitation and, finally, HRPs and innovation must be viewed as exploitation or implementation issues.
Practical implications
The study suggests that marketers should include HRPs in models of LO, MO, and innovation to enhance the explanations of these to organisational performance. This study suggests HRPs and innovation are important mediators.
Originality/value
The paper suggests that marketers need to consider the impact of HRPs on achievement of marketing goals and organisational performance.
This paper investigates three important capabilities in TQM – market orientation, learning orientation, and quality orientation – and examines the relationships among them for achieving greater firm performance. From the capability perspective, market orientation as a customer-focused capability may lead to success in TQM, but its effect cannot be fully understood in isolation without considering the complemented capabilities that transform market intelligence into final products/services. This study proposes two other sources of TQM capabilities – learning orientation and quality orientation, and investigates the relationships between the three core values of TQM and firm performance. Based on the data collected from 101 Taiwanese software firms, the results suggest that organizations should link internal processes with market activities by focusing on customer/market information collection and dissemination, exploring market information through adaptive and generative learning, producing innovative improving strategies, then implementing creative strategies with quality processes. As such, firms can gain better product and service performance. Finally, the implications of the study are provided.
Today’s marketplace is characterized by intense competitive pressures as well as high levels of turbulence and uncertainty. Organizations require agility in their supply chains to provide superior value as well as to manage disruption risks and ensure uninterrupted service to customers. Thus the cultivation of agility is approached as a risk management initiative that enables a firm to respond rapidly to marketplace changes, as well as anticipated and actual disruptions in the supply chain. Agility is of value for both risk mitigation and response.
This research investigates the impact of two cultural antecedents, market orientation and learning orientation, and three organizational practices, all aimed at augmenting the supply chain agility of a firm. A firm’s supply chain agility (FSCA) is defined as the capability of the firm, both internally and in conjunction with its key suppliers and customers, to adapt or respond in a speedy manner to marketplace changes as well as to potential and actual disruptions, contributing to the agility of the extended supply chain.
The two cultural antecedents of market and learning orientations are posited to affect the organizational practices of internal integration, external integration with key suppliers and customers, and external flexibility, and eventually impact the firm’s supply chain agility. The external flexibility elements considered are volume and mix flexibility. In addition, the specific organizational characteristics and practices exhibited by firms with high levels of supply chain agility are also investigated.
Through the use of the structural equation modeling technique, partial least squares (PLS), it is shown that strong linkages exist among the cultural antecedents, the three organizational practices considered, and the firm’s supply chain agility. All three organizational practices, internal integration, external integration with key suppliers and customers, and external flexibility are shown to have significant positive impact on the firm’s supply chain agility.
Market orientation is shown to significantly impact both internal and external supply chain integration, along with the two elements of external flexibility. Learning orientation, on the other hand, is shown to have a strong and direct influence only on the level of internal integration. Firms with high levels of external integration are also shown to have high levels of internal integration, consistent with past research. Internal and external integration efforts are also seen to be unrelated to the levels of external flexibility present. The results serve to establish a set of key drivers for augmenting supply chain agility as a risk management initiative.
The objective of the present study is to advance the understanding of the role of the strategic orientation of the firm for successful new product development (NPD), in the context of Chinese manufacturing firms. Through field research accompanied by a review of the related literature, this study identifies customer orientation and technology orientation as crucial strategic components that are important to successful new product development. This research proposes a conceptual model of strategic orientations, in which firm-internal (organizational support) and -external (environmental turbulence) factors are expected to influence strategic orientations, which, in turn, impact NPD performance. The model is tested using data collected from a large-scale survey of 232 manufacturing firms in China. The results largely support the hypotheses derived from the conceptual model. First, organizational support and environmental turbulence have a positive influence on the implementation of strategic orientations. Second, the two strategic orientations show a different pattern of performance implications.
The advantages of market orientation, entrepreneurship, and learning orientation to organizations have been evidently documented in Western economies. However, there has been little research into these practices and their impact on enhancing competitive advantages in emerging economies. This exploratory study, utilizing data from China's emerging economy, found that organizations with higher level of market orientation tend to be more learning-oriented, emphasize more on entrepreneurship, and be able to achieve higher level of organizational performance, than those with a lower level of market orientation.
Although a large body of research theoretically asserts a positive relationship between market orientation and organizational
performance, fewer empirical studies demonstrate it using multiple and varied organizational performance measures. Additionally,
a series of recent studies have theoretically proposed, but not empirically demonstrated, that a firm’s learning orientation
is likely to indirectly affect organizational performance by improving the quality of its market-oriented behaviors and directly
influence organizational performance by facilitating the type of generative learning that leads to innovations in products,
procedures, and systems. This empirical study supports all of these specific contentions and the more global notion that higher
order learning processes may be critical in creating a sustainable competitive advantage in the firm.
Why might firms be regarded as astutely managed at one point, yet subsequently lose their positions of industry leadership when faced with technological change? We present a model, grounded in a study of the world disk drive industry, that charts the process through which the demands of a firm's customers shape the allocation of resources in technological innovation—a model that links theories of resource dependence and resource allocation. We show that established firms led the industry in developing technologies of every sort—even radical ones—whenever the technologies addressed existing customers' needs. The same firms failed to develop simpler technologies that initially were only useful in emerging markets, because impetus coalesces behind, and resources are allocated to, programs targeting powerful customers. Projects targeted at technologies for which no customers yet exist languish for lack of impetus and resources. Because the rate of technical progress can exceed the performance demanded in a market, technologies which initially can only be used in emerging markets later can invade mainstream ones, carrying entrant firms to victory over established companies.
"Quadrads" (double dyads) of interviews, each conducted with a pair of marketing executives at a Japanese vendor firm and a pair of purchasing executives at a Japanese customer firm, provided data on corporate culture, customer orientation, innovativeness, and market performance. Business performance (relative profitability, relative size, relative growth rate, and relative share of market) was correlated positively with the customer's evaluation of the supplier's customer orientation, but the supplier's own assessment of customer orientation did not correspond well to that of the customer. Japanese companies with corporate cultures stressing competitiveness (markets) and entrepreneurship (adhocracies) outperformed those dominated by internal cohesiveness (clans) or by rules (hierarchies). Successful market innovation also improved performance.
Since Shapiro’s vexed question, “What the hell is market-orientated?” several marketing scholars have revamped their concepts and found empirical evidence to demonstrate the superior performance of firms closest to their new prescriptions. This paper questions the ontology of market orientation and the evidence used to support it. It also challenges supporters of market orientation to show why it would be in the social interests to adopt it, even if their arugments concerning its efficacy were to be accepted.
Presents the findings of a study of the successful international marketing strategies and headquarter-subsidiary relationships of 186 German companies operating in the UK. A strong product orientation combined with a high level of market orientation was found to characterise successful German companies in the UK. Whilst both successful and less successful companies were found to adopt an ethnocentric approach with regard to strategic and product-related issues the top performers did enjoy greater financial independence and a high degree of autonomy in day-to-day marketing decision making.
Purpose
To assess quantitatively the impact of market orientation on the performance of the firm. While much empirical work has centered on market orientation, the generalizability of its impact on performance has been under‐researched.
Design/methodology/approach
A substantive meta‐analysis quantitatively summarizes the results of empirical studies of the direct and indirect impact of market orientation on three outcomes. A second, methodological meta‐analysis assessed the influence of methodological variables on explained variance in performance.
Findings
The direct, indirect, and total impacts of market orientation on performance were all significant. Additionally, the geographic location of the study and the performance measure used (but not the scale) affected explained variance.
Research limitations/implications
First, across study contexts, market orientation affects performance. Second, its impact might be stronger than previously thought due to the indirect paths not considered in previous research. Third, the strength of its impact depends on the country in which it was implemented; managers should expect higher payoffs in less developed countries.
Originality/value
The findings of this study significantly refine the body of knowledge concerning the impact of market orientation on the performance of the firm, and thereby offer an improved conceptual framework for marketing planners.
Purpose
The current work seeks to analyze the different effects of three alternative strategic marketing orientations – market orientation, sales orientation, and product orientation – on non‐profit organizations' effectiveness, specifically their economic and social effectiveness.
Design/methodology/approach
In order to test the hypotheses proposed, an empirical analysis of 182 Spanish museums was conducted.
Findings
The study reveals that social effectiveness relates highly to product and customer orientation, whereas economic effectiveness mainly depends on sales orientation and inter‐functional coordination.
Practical implications
The results suggest that applying a marketing orientation centered on the product and knowing the visitor is critical for successfully fulfilling the objectives of conservation and diffusion of culture. Moreover, the organization needs to focus on sales, on the internal customer, and on the coordination between the managing institutions, to be able to achieve satisfactory economic results.
Originality/value
This work makes an empirical contribution to the analysis of market orientation on cultural organizations. Although previous research has underlined the relevance of a market orientation for museums and cultural organizations, few empirical analyses have been developed until now.
The significance of the market orientation for corporate management is the subject of a long-standing controversy. This empirical study conducted in Germany, the largest European market, shows that together with other basic dimensions of management, the market orientation contributes substantially to corporate success. Indicates that popular practical measures designed to implement the market orientation within the organization may cause negative side effects in terms of corporate success. These risks could be controlled by taking a number of actions suggested in this article. Detecting these risks requires a holistic research approach to corporate management, of which the market orientation represents only one basic dimension. An integrated perspective of research, such as the one presented in this paper, represents a new approach for conducting empirical research on the question of whether the market orientation exerts an impact on corporate success.
Purpose
This paper addresses the strategic orientations (entrepreneurial orientation, learning orientation, and market orientation) of rapidly internationalizing small software companies.
Design/methodology/approach
The empirical analysis is based on an intensive investigation of ten small Finnish software companies that have exhibited rapid and proactive internationalization behavior.
Findings
It is argued that the manifestations of the orientations evolve as the small company develops, and these concepts are thus strongly related to the internationalization process. Further, an entrepreneurial orientation, especially a strong desire to seek growth in international markets, must be embedded in the mindset of the rapidly internationalizing small company. However, It is argued that it does not have an effect on the success of the international venture if it is not combined with strong learning and market orientations.
Research limitations/implications
This paper brings an evolutionary viewpoint to the existing academic debate of strategic orientations of companies. It is suggested that the current conceptualization of entrepreneurial orientation should be developed to include also measures of market orientation.
Practical implications
It is suggested that the members of the management team of a small and global software company should not only possess a highly entrepreneurial mindset and previous experience of international operations, they should also show strong commitment to considering the customers the most important stakeholders of the company, and a willingness and ability to learn rapidly from all available information about global markets.
Originality/value
This is the first qualitative investigation of the strategic orientations during the internationalization process of small companies.
In this study, we build a systemic conceptual model to describe the relationship among firm orientation, internal control systems and new product development, and to test empirically how market and entrepreneurship orientations affect the degree of improvement in new product development through personal control and/or output control in the Chinese transitional economy. Our research findings provide some valuable insights into new product development. Entrepreneurship orientation not only has a direct positive effect on the degree of improvement in new product development, but also indirectly has a positive effect on it through personal control. At the same time, market orientation, through output control, has a negative indirect influence.
Entrepreneurial orientation (EC) has become an important and extensively researched topic in the literature. Empirical results suggest that EC may influence firm performance. However, it is important to determine whether the EC-performance relationship is sustainable since EC can be a resource-consuming strategic orientation. This research examines the sustainability of the EC-performance relationship; i.e., whether EC during an extended period of time or is a "quick fix" where performance is only temporarily affected. Using data from Swedish small firms, the results indicate that there is indeed a positive relationship between EC and performance. This relationship also increases over time. The results show that investments in EC may be worthwhile for small firms since they pay off over an extended period of time.
This research addresses three questions: (1) Why are some organizations more market-oriented than others? (2) What effect does a market orientation have on employees and business performance? (3) Does the linkage between a market orientation and business performance depend on the environmental context? The findings from two national samples suggest that a market orientation is related to top management emphasis on the orientation, risk aversion of top managers, interdepartmental conflict and connectedness, centralization, and reward system orientation. Furthermore, the findings suggest that a market orientation is related to overall (judgmental) business performance (but not market share), employees' organizational commitment, and esprit de corps. Finally, the linkage between a market orientation and performance appears to be robust across environmental contexts that are characterized by varying degrees of market turbulence, competitive intensity, and technological turbulence.
The first of several articles on the temporal development of
intra-firm marketing organizations, relates how Hungary and Poland have
progressed strongly towards the free market economic system. However,
social and political opposition is now threatening further rapid reform.
Moreover, infrastructure deficiencies and managerial problems are
constraining effective marketing. Outdated production orientation is
inhibiting the adoption of marketing orientation in the state sector
while firm smallness is limiting managerial specialization in the
private sector. Concludes, from a mail survey of 1,786 Hungarian and
Polish firms, that most existing organizations are inadequate. Marketing
orientation is extensive in Hungary but sparse in Poland. Although
companies adapt flexibly to market changes and assign marketing
responsibility to chief executives, most do not have specialist
marketing departments. In the minority of cases where specialist
departments do exist, they do not have inferior status to other
functions although neither are they closely integrated with them.
Purpose
The purpose of this paper is to examine empirically the interaction between entrepreneurial orientation (EO) and market orientation and its effect on performance in both high and low technology industries.
Design/methodology/approach
The paper proposes that being entrepreneurial and market‐driven stem from two distinct organizational capabilities that interact to influence subsequent firm performance.
Findings
Data from 457 manufacturing firms show that the interaction effect is significant only in high technology industries.
Research limitations/implications
The results encourage future research on the nexus of opportunity recognition and entrepreneurial behavior in established firms embedded in organizational routines.
Originality/value
The paper shows that managers in high technology industries would benefit from developing capabilities and implementing systems that augment their firms' market orientation. Market orientation provides an important means to harness the firm's EO, an important means of achieving growth and profitability.