How global mindset drives innovation and exporting performance: the roles of relational and bricolage capabilities

• Published in: The Journal of business & industrial marketing 2022-11, Vol.37 (12), p.2587-2602
• Main Authors: Chang, Chia-Wen, Huang, Heng-Chiang
• Format: Article
• Language: English
• Subjects: Competition; Competitive advantage; Emerging markets; Hypotheses; Innovations; International business; International markets; Scandals
• ISSN: 0885-8624; 2052-1189; 0885-8624
• DOI: 10.1108/JBIM-06-2021-0320

Purpose Emerging markets play an important role in the global economy. However, a common feature of most emerging markets is that firms must operate in a resource-constrained environment. In emerging markets, global mindset is a necessary resource for firms’ global competitiveness. Although global mindset has been proven to improve export performance, the theoretical mechanism behind this relationship is less clear. Based on the resource-based on the resource-based view and capability-building perspective, this study developed a model linking global mindset, relational capability, bricolage capability, innovation, and export performance. Design/methodology/approach A survey was conducted to collect data from exporting firms in Taiwan. Subsequently, the data (n = 172) were analyzed using a partial least squares program. Findings The analytical results reveal that a global mindset positively influences relational and bricolage capabilities; relational capability positively affects bricolage capability; relational capability and bricolage capability have significant and direct effects on innovation; and innovation positively affects export performance. Originality/value The findings confirm that a global mindset plays a crucial role in the capability-building process, which suggests that it contributes to the development of relational and bricolage capabilities. Also, relational capability is critical for exporting firms to develop bricolage capability. Finally, innovation is an important mediating mechanism between capabilities and export performance. Therefore, exporting firms can develop their international business models on the basis of their capabilities, including relational capability and bricolage capability. These capabilities improve innovation, which, in turn, enhances export performance in a resource-constrained environment.