Purpose

Applying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in both developed and emerging markets by high-tech firms.

Design/methodology/approach

The current paper uses an exploratory qualitative research methodology based on in-depth case studies of three Finnish high-tech firms operating in the medical technology industry globally.

Findings

The findings from the study showed that dynamic capabilities such as sensing and customer engagement along with internal coordination and adaptation capabilities are critical to the success of hybrid market offerings. Moreover, dynamic capabilities were found to be influential in those emerging and advanced international markets where case firms were less familiar with market dynamics. Moreover, the configuration of these capabilities within functional units and coordination of marketing and R&D activities can be effective for creating hybrid offerings in international markets. Ultimately, this was found to be the case even though target market selection for hybrid offerings was influenced by the level of convergence and fragmentation of the market.

Originality/value

Applying the configuration theory, this is one of the first studies to specifically analyze the differences in organizational network configuration changes in relation to hybrid market offerings in both developed economies and emerging economies. The findings contribute to hybrid market offering literature by pointing out that not only internal capabilities are important for enacting hybrid offerings, but the roles of ecosystems and knowledge centers are also extremely important to develop hybrid offerings. This paper also highlights the criticality of under-studied dynamic capabilities such as market sensing and customer engagement in the context of hybrid offerings in international markets. This showcases the wider role of ecosystems in enabling technology firms to develop hybrid offerings.

中文翻译：

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医疗技术领域的混合市场产品和网络配置的作用：发达市场和新兴市场的探索性评估

目的

运用动态能力和配置理论的观点，本文展示了高科技公司在发达市场和新兴市场中混合产品的网络配置和动态的作用。

设计/方法/途径

当前的论文基于对在全球医疗技术行业运营的三家芬兰高科技公司的深入案例研究，采用探索性定性研究方法。

发现

研究结果表明，感知和客户参与等动态能力以及内部协调和适应能力对于混合市场产品的成功至关重要。此外，动态能力被发现在那些案例公司不太熟悉市场动态的新兴和先进国际市场中具有影响力。此外，在职能部门内配置这些能力以及营销和研发活动的协调可以有效地在国际市场上创建混合产品。最终，即使混合产品的目标市场选择受到市场融合和分散程度的影响，情况也是如此。

原创性/价值

应用配置理论，这是最早专门分析发达经济体和新兴经济体中与混合市场产品相关的组织网络配置变化差异的研究之一。研究结果指出，不仅内部能力对于制定混合产品很重要，而且生态系统和知识中心的作用对于开发混合产品也极为重要，因此研究结果有助于混合市场产品文献。本文还强调了未充分研究的动态能力的重要性，例如在国际市场混合产品背景下的市场感知和客户参与。这展示了生态系统在使技术公司能够开发混合产品方面的更广泛作用。