Innovation and differentiation of emerging market international new ventures the role of entrepreneurial marketing

Abstract

ABSTRACT This study examines the phenomenon of high-tech innovation in international new ventures (INVs) from emerging markets. Such investigation is important as innovation is the catalyst for international growth of resource constrained INVs from emerging markets. As this is a recent trend, the literature is incomplete as to how INVs from emerging markets develop and bring high-tech offerings to international markets. The authors bring entrepreneurial marketing to the forefront to better understand how INVs foster exploratory innovation and differentiation strategy that result in international success. This study uses a sample of high-tech INVs from India to conduct our empirical analysis. The results indicate that entrepreneurial marketing shapes exploratory innovation and differentiation strategy, both of which drive superior international performance. The findings also confirm the utility of entrepreneurial marketing toward exploratory innovation when operating in turbulent markets.