TY - JOUR
T1 - Platform success in the international marketplace
T2 - reconfiguring digital resources for marketing agility
AU - Weng, Chenchen
AU - Liu, Martin J.
AU - Ye, Wendy
AU - Huang, Jimmy
AU - Liu, Paul C.Y.
N1 - Publisher Copyright:
© 2024, Emerald Publishing Limited.
PY - 2024
Y1 - 2024
N2 - Purpose: This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Design/methodology/approach: We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data. Findings: Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets. Research limitations/implications: Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework. Practical implications: First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content. Originality/value: We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.
AB - Purpose: This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Design/methodology/approach: We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data. Findings: Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets. Research limitations/implications: Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework. Practical implications: First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content. Originality/value: We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.
KW - Digital innovation
KW - Digital platform
KW - Internationalization
KW - Marketing agility
KW - Reconfiguring
KW - Versatility
UR - http://www.scopus.com/inward/record.url?scp=85185260581&partnerID=8YFLogxK
U2 - 10.1108/IMR-08-2023-0199
DO - 10.1108/IMR-08-2023-0199
M3 - Article
AN - SCOPUS:85185260581
SN - 0265-1335
JO - International Marketing Review
JF - International Marketing Review
ER -