Resumen de Reciprocity and R&D search: : Applying the behavioral theory of the firm to a communitarian context
Jonathan P. O'Brien, Parthiban David
We propose that the behavioral theory of the firm perspective on R&D search requires modification when applied to �communitarian� cultures such as Japan because reciprocity and embeddedness can influence the search decision. When performance exceeds aspirations, communitarian-oriented firms are more inclined to use their privileged position to help their less fortunate stakeholders by engaging in additional R&D search that should yield greater payoffs for these stakeholders in the future. Our results indicate that while Japanese firms engage in �problemistic� search in a manner similar to what has been found in other contexts, they respond differently when performance exceeds expectations. We find that as performance rises above aspirations, communitarian-oriented firms raise R&D search to a greater extent than do firms that lack a communitarian orientation.
