University of Oulu

Khan, H., Arslan, A., Haapanen, L., Rodgers, P. and Tarba, S.Y. (2023), "Hybrid market offering in the medical technology sector and the role of network configuration: an exploratory assessment in both developed and emerging markets", International Marketing Review, Vol. ahead-of-print No. ahead-of-print.

Hybrid market offering in the medical technology sector and the role of network configuration : an exploratory assessment in both developed and emerging markets

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Author: Khan, Huda1; Arslan, Ahmad2; Haapanen, Lauri2;
Organizations: 1Business School, University of Aberdeen, Aberdeen, UK
2Department of Marketing, Management and International Business, University of Oulu, Oulu, Finland
3Southampton Business School, University of Southampton, Southampton, UK
4Department of Strategy and International Business, University of Birmingham, Birmingham, UK
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.5 MB)
Persistent link:
Language: English
Published: Emerald, 2023
Publish Date: 2023-03-28


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.

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Series: International marketing review
ISSN: 0265-1335
ISSN-E: 1758-6763
ISSN-L: 0265-1335
Issue: Online first
DOI: 10.1108/imr-10-2021-0303
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2023, Huda Khan, Ahmad Arslan, Lauri Haapanen, Peter Rodgers and Shlomo Yedidia Tarba. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at