South Asian Journal of Management

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Symbiotic Venture and Social Capital:The Effects of Market Orientation on Small Entrepreneur Firms in China


Affiliations
1 Department of Management, Wing Lung Bank Building for Business Studies, Hong Kong Baptist University, Hong Kong, China
2 Department of Logistics & Marketing, College of Economics and Management, Southwest University, Chongqing, China
3 Department of Management, College of Economics and Management, Southwest University, Chongqing, China
     

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Adopting a perspective of social capital theory, we study the effect of market orientation on the stability of symbiotic ventures in an emerging economy. Focusing on a subset of these ventures, namely symbiotic small-large firm venture, we show that firms’ market orientation has a positive effect on ‘trust’, which is considered as a piece of important social capital. And this social capital, in turn, has a positive effect on the stability of the symbiotic ventures. Moreover, social capital also has a positive effect on the sharing of resources among the partners, which influences stability of symbiotic venture in the future. Finally, ‘personal relationship’ which is often an important factor for marketing success in emerging market, has a significant and positive relationship with the stability of the venture alliances. This paper concludes with a discussion of the implications for academic researchers and practitioners.
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  • Symbiotic Venture and Social Capital:The Effects of Market Orientation on Small Entrepreneur Firms in China

Abstract Views: 186  |  PDF Views: 0

Authors

Ji Li
Department of Management, Wing Lung Bank Building for Business Studies, Hong Kong Baptist University, Hong Kong, China
Zhenyao Cai
Department of Management, Wing Lung Bank Building for Business Studies, Hong Kong Baptist University, Hong Kong, China
Hong Zhu
Department of Management, Wing Lung Bank Building for Business Studies, Hong Kong Baptist University, Hong Kong, China
Jun Huang
Department of Logistics & Marketing, College of Economics and Management, Southwest University, Chongqing, China
Shengping Shi
Department of Management, College of Economics and Management, Southwest University, Chongqing, China

Abstract


Adopting a perspective of social capital theory, we study the effect of market orientation on the stability of symbiotic ventures in an emerging economy. Focusing on a subset of these ventures, namely symbiotic small-large firm venture, we show that firms’ market orientation has a positive effect on ‘trust’, which is considered as a piece of important social capital. And this social capital, in turn, has a positive effect on the stability of the symbiotic ventures. Moreover, social capital also has a positive effect on the sharing of resources among the partners, which influences stability of symbiotic venture in the future. Finally, ‘personal relationship’ which is often an important factor for marketing success in emerging market, has a significant and positive relationship with the stability of the venture alliances. This paper concludes with a discussion of the implications for academic researchers and practitioners.