scholarly journals The Effects of Government International Marketing Assistance Programs on International Marketing Capabilities and Export Performances: Focus on Consumer-Goods SMEs

2015 ◽  
Vol 30 (2) ◽  
pp. 133-158
Author(s):  
정재은 ◽  
진병호 ◽  
양희순
Keyword(s):  
Consumer Goods ◽  
International Marketing ◽  
Marketing Capabilities ◽  
Assistance Programs

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.

Sign in / Sign up

Export Citation Format

Share Document