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The role of organizational mindfulness in firms’ globalization and global market performance

Ahmet Bayraktar (Department of Marketing, Bozok University, Yozgat, Turkey)
Nelson Oly Ndubisi (Department of Marketing, Helsinki Business School, Helsinki, Finland)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 8 July 2014

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Abstract

Purpose

This research aims at contributing to international marketing literature by reconsidering the drivers of firms’ globalization and global market performance in the light of organizational mindfulness concept.

Design/methodology/approach

Based on industrial organization theory, resource-based view and literature on organizational mindfulness, a conceptual framework is presented to characterize how organizational mindfulness impacts firms’ globalization process and global market performance. In total, 14 propositions are extracted.

Findings

This paper proposes that organizational mindfulness plays a significant role in firms’ entry into foreign markets, global extension and global market performance. More specifically, organizational mindfulness positively moderates the relationships between external globalization drivers and the extent of firms’ globalization. In addition, organizational mindfulness is an antecedent to strategic processes, whereas it positively moderates the relationships between other internal drivers and firms’ globalization and global market performance. Furthermore, this paper suggests that country equity is a significant external globalization driver that also moderates the relationship between the extent of firms’ globalization and global market performance.

Research limitations/implications

The proposed framework contributes to international marketing research by integrating organizational mindfulness concept into the drivers of firms’ globalization and global market performance, and highlights its crucial role in the pursuit of opportunities in the global marketplace. The paper suggests that firms should create mindful organizations to expand its activities into global markets and achieve desirable global market performance. In other words, they should improve collective mindfulness to survive in today’s hyper-competitive markets.

Originality/value

The paper represents the first attempt that incorporates organizational mindfulness concept into firms’ globalization process. Highlighting the importance of developing mindful organizations, it reconsiders the drivers of firms’ global expansion and global market performance. Furthermore, it is the first attempt that introduces the country equity construct as an external driver of firms’ global extension and as a moderator between organizational reform measures and global market performance.

Keywords

Citation

Bayraktar, A. and Oly Ndubisi, N. (2014), "The role of organizational mindfulness in firms’ globalization and global market performance", Journal of Research in Marketing and Entrepreneurship, Vol. 16 No. 1, pp. 26-46. https://doi.org/10.1108/JRME-10-2013-0029

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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