The Interactive Mechanism Between Social Embeddedness and Resource Orchestration: A Case Study of Logistic Company in Thailand
Keywords:
Social embeddedness, Resource orchestration, Dual-engine drive, Emerging marketsAbstract
This paper examines the outsider disadvantage faced by cross-border logistics enterprises in emerging markets against the backdrop of global value chain restructuring and digital trade development. Through a case study of logistic company in the Thai market employing grounded theory methodology, it reveals how enterprises achieve sustainable growth through the interplay of social embedding and resource orchestration. The research proposes a ‘dual-drive mechanism for cross-market embedding and integration’: social embedding provides the legitimacy foundation and initial capital for resource orchestration, while effective resource orchestration, through value creation, reinforces and deepens social embedding. Together, these two drivers propel the enterprise from market entry to strategic leapfrogging into ecosystem leadership. The primary contribution lies in integrating social embeddedness and resource orchestration theories, revealing their synergistic dynamics. This offers a dynamic, integrated analytical framework for understanding complex corporate adaptation in emerging markets, providing systematic insights for practice.
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