International Marketing Capabilities: The Roles of Organizational Un-inertia and Strategic Flexibility

2016 ◽  
pp. 75-75
Author(s):  
Yoel Asseraf ◽  
Aviv Shoham
Keyword(s):  
International Marketing ◽  
Strategic Flexibility ◽  
Marketing Capabilities

scholarly journals The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market

2021 ◽  
Vol 13 (2) ◽  
pp. 579
Author(s):  
Caroline Reimann ◽  
Fernando Carvalho ◽  
Marcelo Duarte
Keyword(s):  
Positive Impact ◽  
International Marketing ◽  
International Market ◽  
Marketing Capabilities ◽  
Moderating Effects ◽  
Competitive Intensity ◽  
Positive Effects ◽  
Marketing Performance ◽  
Market Learning ◽  
Positive Effect

The present investigation aims study the sustainability of the business model of the Portuguese SMEs operating in the B2B International market analyzing the influence of dynamic marketing capabilities and adaptive marketing capabilities in their international marketing performance. It will also analyze the moderating effects of Competitive Intensity within this international scenario. A quantitative study was developed, using a questionnaire as a research method. In total, 335 valid responses were collected from Portuguese SMEs in June 2020. To test the hypotheses, multiple hierarchical regressions were performed. As for the analyzes involving Competitive Intensity environments, namely low and high intensity, dummies were developed to evaluate the different effects produced by the capacities in the International Marketing Performance. This study shows the positive impact of the dynamic marketing capabilities and adaptive marketing capabilities on the international marketing performance of the surveyed companies, essentially from the product development management, supply chain management, vigilant market learning and open marketing. when in a low competitive intensity environment only dynamic marketing capabilities had a positive effect on performance, but in a high, competitive, intensity environment both dynamic marketing capabilities and adaptive marketing capabilities showed positive effects in relation to performance. This study innovates by bringing international marketing, through two marketing capacities, from the perspective of SMEs that perform B2B activities.

scholarly journals Marketing Capabilities in International Marketing

2018 ◽  
Vol 26 (1) ◽  
pp. 61-95 ◽  
Author(s):  
Neil A. Morgan ◽  
Hui Feng ◽  
Kimberly A. Whitler
Keyword(s):  
Firm Performance ◽  
International Marketing ◽  
Publishing Research ◽  
Domestic Market ◽  
Research Interest ◽  
Marketing Theory ◽  
Marketing Capabilities ◽  
Scholarly Research ◽  
Marketing Literature

There has been a significant increase in scholarly research focusing on marketing capabilities as an important aspect of marketing theory–based explanations of firm performance. This growing research interest in marketing capabilities has also been reflected in the international marketing literature. However, it is unclear whether and how thinking and research about international marketing capabilities differs from that of marketing capabilities in a domestic market context. To explore this question, the authors conduct a review of studies of marketing capabilities in the most influential journals publishing research in international marketing. They supplement this with insights from interviews with executives in firms engaged to varying degrees in international marketing. The study suggests that there remain numerous important unanswered questions in conceptualizing and empirically researching international marketing capabilities.

PENGARUH PROMOSI DAN KINERJA PELAYANAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI PEMODERASI: STUDI PADA BANK BUMN DI DIY

2015 ◽  
Vol 10 (2) ◽  
pp. 159
Author(s):  
Hadi Purnomo ◽  
Edi Santosa
Keyword(s):  
Regression Analysis ◽  
Firm Performance ◽  
Hypothesis Testing ◽  
Market Orientation ◽  
Dynamic Environment ◽  
Creative Industries ◽  
Strategic Flexibility ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Catastrophic Event

Environmental dynamics shown by the uncertain situation faced by the company. Uncertain situationdue to a catastrophic event is one of the factors that need to be anticipated by the company. This studyaimed to analyze the effect of dynamic marketing capabilities to the performance of the creativeindustries and the dynamic moderating influence of the environment on their relationship in situationsof disaster that struck the Yogyakarta area.This study was conducted with 103 respondents.Respondents include business entrepreneurs of creative industries in Yogyakarta, especially in smalland medium business group. Hypothesis testing is done by regression analysis and regressionanalysis moderation. The results showed only two of the four hypotheses were supported, wherestrategic flexibility significantly affect firm performance, while dynamic environment do not moderatethe relationship between the two.Keywords: Dynamic Marketing Capability, Market Orientation, Strategic Flexibility,Environmental Dynamism, and Firm Performance

The Enduring Cult of The Bride with White Hair: Chivalry and the Monstrous Other in the Hong Kong Fantasy-Horror

2018 ◽  
Author(s):  
Daniel Martin
Keyword(s):  
Hong Kong ◽  
International Marketing ◽  
Conjoined Twins ◽  
White Hair ◽  
Horror Film ◽  
Love Affair

The Bride with White Hair (Ronny Yu, 1993) tells the tale of a heroic swordsman’s ill-fated love affair with a woman transformed by hatred into a white-haired killer, elevated the figure of the frosty-follicled executioner into one of the most enduring icons of the Hong Kong horror film. The timelessness and mysticism of the story lends itself to a highly hybridized type of horror, offering wuxia (swordplay), magical fantasy, romance and erotic scintillation alongside bloody fights, savage violence, and a monstrous depiction of malevolent conjoined twins. This chapter examines this film as emblematic of a particular cultural moment in the development of the Hong Kong fantasy-horror, appealing to a global fanbase for its supposedly transgressive and erotic content, and analyses the film in terms of its generic hybridity, its depictions of disability and morality, as well as in the context of the international marketing and reception of cult Hong Kong horror of the 1990s.

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