scholarly journals Marketing capability and export performance: The moderating effect of export performance

2013 ◽  
Vol 44 (3) ◽  
pp. 59-70 ◽  
Author(s):  
A. Al-Aali ◽  
J-S. Lim ◽  
T. Khan ◽  
M. Khurshid
Keyword(s):  
Export Performance ◽  
Moderating Effect ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Sampling Frame ◽  
Differential Impact ◽  
Export Intensity ◽  
The Impact ◽  
Significant Direct Effect ◽  
Different Levels

As global competition around the world continues to intensify, firms are seeking strategies that will increase export performance. The purpose of this study is to examine the moderating effect of export involvement on the relationships among marketing capabilities, export performance, and export intensity. The main study was conducted by a questionnaire using the Saudi Arabia export ventures as the sampling frame. Data was analyzed with LISREL to test the moderating effect of export involvement. This study found that export involvement moderates the relationships among marketing capabilities, export performance, and export intensity. Product and distribution capabilities show a significant direct effect on export performance for the low involvement exporters. For the high involvement exporters, the promotion and distribution capabilities have a significant effect on export performance. The impact of the three marketing capabilities on export performance is moderated by export involvement. Depending on the level of export involvement, firms should selectively target different marketing capabilities to improve export performance. This paper fills the gap in our understanding of the differential impact of various marketing capabilities on export performance for firms in different levels of export involvement.

How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size

2019 ◽  
Vol 35 (2) ◽  
pp. 231-243 ◽  
Author(s):  
Yi Xie ◽  
Xiaoying Zheng
Keyword(s):  
Brand Equity ◽  
Firm Size ◽  
Small Firms ◽  
Learning Orientation ◽  
Innovation Capability ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Content Type ◽  
Corporate Learning ◽  
The Impact

Purpose This paper aims to examine the role of learning orientation in building brand equity for B2B firms. The present research proposes that learning orientation contributes to the development of innovation and marketing capabilities and, in turn, leads to enhanced industrial brand equity. Furthermore, the moderating effect of firm size in these processes is investigated. Design/methodology/approach The hypotheses are tested by administering a survey with a set of managers of manufacturing firms in China. Findings Innovation capability and marketing capability serve as the mediators between learning orientation and industrial brand equity. The mediating path through innovation capability is stronger for small firms than for large firms. Research limitations/implications Learning orientation provides a cultural base for B2B firms to cultivate brand equity. Measurement of industrial brand equity and contingency of its effect requires further investigation. Practical implications To transform learning-oriented culture into brand equity, firms need to develop and manage innovation and marketing capabilities. The learning orientation–innovation capability route is more beneficial for small firms. Originality/value While a majority of prior literature ignores the impact of organizational culture in driving industrial brand equity, the present research explores learning orientation as a key cultural antecedent of industrial brand equity. A more refined industrial-brand-equity-building mechanism from learning orientation to corporate capabilities and then to brand equity is proposed and tested. The mechanism varies with firm size.

Measuring the impact of relational capital on customer performance in the SME B2B sector

2017 ◽  
Vol 23 (6) ◽  
pp. 1144-1166 ◽  
Author(s):  
Lara Agostini ◽  
Anna Nosella ◽  
Benedetta Soranzo
Keyword(s):  
Absorptive Capacity ◽  
Open Innovation ◽  
Moderating Effect ◽  
High Tech ◽  
Relational Capital ◽  
Marketing Capability ◽  
Content Type ◽  
Innovation Practices ◽  
External Actors ◽  
The Impact

Purpose The purpose of this paper is to investigate the influence that different components of relational capital (marketing capability, open innovation with business and scientific partners, technological reputation, brand) have on customer performance (CP). Moreover, the moderating effect of absorptive capacity on such relationships is tested. Design/methodology/approach First, the direct relationship between the different components of relational capital and CP is analyzed through a linear regression model. Then, to test the moderating effect, two distinct regression analyses are conducted into two sub-samples, defined according to the level of absorptive capacity. The authors carried out these analyses on a sample of 150 small- and medium-sized enterprises (SMEs) in the medium- and high-tech B2B context. Findings Results of this study prove that CP is enhanced through firm marketing capability, open innovation with business partners and technological reputation, while brand and open innovation with scientific partner do not have an association with CP. In particular, the impact of marketing capability and open innovation with business actors on CP is greater for firms with higher absorptive capacity. Research limitations/implications This paper, highlighting the relevance of relational capital and absorptive capacity in improving CP, enhances our knowledge about the factors that help to strengthen the relationships with customers, which is an under-investigated issue especially for SMEs competing in B2B industries, and extends our knowledge on open innovation practices. Practical implications Findings of this paper suggest that, to achieve better CP, managers should pay special attention to nurturing their marketing capability and high-quality relationships with external actors and invest in absorptive capacity to enhance the positive effect of such linkages. Originality/value This work, combining the external perspective of relational capital and the internal organizational dimension of absorptive capacity, provides valuable insights about the knowledge and resource mix that firms might rely on to achieve better customer satisfaction and loyalty.

scholarly journals Servitization strategies from customers’ perspective: the moderating role of co-creation

2019 ◽  
Vol 34 (3) ◽  
pp. 628-642 ◽  
Author(s):  
José L. Ruiz-Alba ◽  
Anabela Soares ◽  
Miguel A. Rodríguez-Molina ◽  
Dolores M. Frías-Jamilena
Keyword(s):  
Structural Equation ◽  
Business Models ◽  
Service Providers ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Content Type ◽  
The Impact ◽  
Moderating Role ◽  
Different Levels

Purpose This paper aims to investigate the moderating role of co-creation in the implementation of servitization strategies in the pharmaceutical industry in a business-to-business (B-to-B) context. More specifically, this investigation explores the impact of different levels of services (base, intermediate and advanced) on servitization and on performance by using co-creation as a moderating factor. Design/methodology/approach A research framework was developed and empirically tested in the pharmaceutical sector. Data collection was conducted through the online distribution of questionnaires. The final sample included 219 pharmacy stores, and the data were analysed using structural equation modelling. Findings Main findings suggest that when the level of co-creation of the design of services is high, there are significant effects of servitization on firm performance. The moderating effect of co-creation is illustrated in regard to intermediate and advanced services, but results referring to the impact of intermediate services on servitization appear non-significant with a low degree of co-creation. No significant effects could be found for the impact of base services on performance and servitization for both high and low degrees of co-creation. Findings show an impact of advanced services on performance through the mediating effect of servitization when the degree of co-creation is high. Originality/value Most research concerning servitization has been done from the perspective of manufacturers and service providers. This study adds value to the literature because it was designed from a customer’s perspective. Moreover, it contributes towards the conceptualization of the servitization research strategy and business models in a B2B context. This is accomplished through the investigation of the moderating effect of co-creation on the impact of the different levels of services on servitization and on performance.

scholarly journals Architectural marketing capabilities of exporting ventures

2019 ◽  
Vol 36 (6) ◽  
pp. 1026-1041 ◽  
Author(s):  
Vasilis Theoharakis ◽  
Yannis Angelis ◽  
Georgios Batsakis
Keyword(s):  
Financial Performance ◽  
Market Orientation ◽  
Export Performance ◽  
Likelihood Estimation ◽  
Estimation Procedure ◽  
Marketing Capabilities ◽  
Content Type ◽  
Foreign Distributor ◽  
The Impact

Purpose The importance of architectural marketing capabilities (i.e. marketing planning and implementation) in exporting ventures has been recognised. However, extant literature has not taken into account the explicit roles and required synergy between the exporter and their foreign distributor in delivering these capabilities. Drawing from the resource-based theory, the purpose of this paper is to examine the complementarity of distributor implementation capability and market orientation with exporter planning capability. Design/methodology/approach The study was carried out using a survey. Data were collected from 147 Greek exporters who replied to our questionnaire and the hypotheses were tested using the full information maximum likelihood estimation procedure. Findings The results support the hypotheses about the importance of exporter planning capability on financial performance and the complementary role of distributor market orientation. Further, the authors find that the distributor’s implementation capability partially mediates the impact of the exporter’s planning capability on financial performance. Originality/value This study contributes to a better understanding about the complementarity of exporter and distributor capabilities. It demonstrates the crucial role of the distributor in the deployment of architectural capabilities for the export venture: the distributor’s market orientation and implementation capability have the final say in achieving higher levels of export performance.

scholarly journals Peran dimensi orientasi kewirausahaan dan kapabilitas pemasaran pada kinerja usaha skala kecil dan menengah

2021 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Fifi Efendi ◽  
Perengki Susanto
Keyword(s):  
Sample Size ◽  
Quantitative Study ◽  
Risk Taking ◽  
Empirical Data ◽  
Sampling Method ◽  
Sem Analysis ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Competitive Aggressiveness ◽  
The Impact

The aim of this study is to look into (1) the impact of innovation on SMEs' performance; (2) the consequence of risk-taking on SMEs' performance; (3) the effect of proactiveness on SMEs' performance; (4) the influence of competitive aggressiveness on SMEs' performance; (5) the effect of autonomy on SMEs' performance; and (6) the impact of marketing capabilities on SMEs' performance. This is a survey-based quantitative study. The managers or owners of SMEs in Padang City as a population of this study. The research sample employs a non-probability sampling method, in which the sample is chosen based on a set of criteria. Sample size up to 150 samples were taken. PLS-SEM analysis was used to analyze the empirical data in the study. According to findings, risk-taking, autonomy, and marketing capabilities all had a positive and significant impact on the performance of SMEs. However, innovativeness, proactiveness, and competitive aggressiveness have no influence on performance of SMEs. The implication will be discussed later.Keywords: Innovativeness, proactiveness, risk-taking, marketing capabilities, performanceKeywords: Dimensions of entrepreneurship orientation; marketing capability; SME performance

scholarly journals The Effect of Internet Marketing Capabilities on the Export Performance of SMEs

2018 ◽  
Vol 9 (2) ◽  
pp. 40
Author(s):  
Hajaliakbari Firouzeh ◽  
Shadi Razavi Satvati
Keyword(s):  
Customer Orientation ◽  
Export Performance ◽  
Internet Marketing ◽  
Structural Equations ◽  
Competitive Advantages ◽  
Marketing Capabilities ◽  
Statistical Population ◽  
Related Information ◽  
The Impact ◽  
Performance Research

In developing countries, small and medium sized enterprises play an important role in economic development by increasing production, employment and exports, but due to limited financial resources, they always have to pursue strategies and competitive advantages for survival and to maintain expand their market share. The purpose of this study was to investigate the impact of SMEs Internet marketing capabilities on their export performance. Research method is based survey and the research technique is based on standard questionnaire. The statistical population of the study consisted of managers of 210 small and medium export companies in one of the industrial cities of Tehran province. Using Cochran formula, 130 questionnaires were delivered among managers.Using Structural equations Modeling and LISREL software, a conceptual model of the impact of internet marketing capabilities on export performance was investigated by accessing business-related information and IT infrastructure and customer-orientation on export performance. The results of the research indicate that Internet marketing has a directly positive and significant effect and through the variables of access to information and infrastructure of the company's technology and customer-orientation on the performance of the export of small and medium sized enterprises and also, customer orientation in these companies is more important than other two variables.

scholarly journals Dimensions of dynamic marketing capability and export performance

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Tayeenul Hoque ◽  
Mohammad Faisal Ahammad ◽  
Nikolaos Tzokas ◽  
Gillie Gabay
Keyword(s):  
New Product Development ◽  
Brand Management ◽  
Export Performance ◽  
Market Demand ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Hybrid Strategy ◽  
Content Type ◽  
Management Capability

Purpose The purpose of this paper is to develop a conceptual framework on the dimensions of dynamic marketing capability (DMC) and its relationship with export performance. The paper also proposes the mediating role of competitive hybrid strategy and the moderating role of environmental responsiveness in explaining the relationship between DMC and export performance. Design/methodology/approach By following the dynamic capability notion of the marketing and competitive strategy literature, this paper proposes a novel conceptualization of the DMC development process and the possible effect of DMC on attaining competitive advantage. Findings The paper postulates that a firm’s DMC can reflect complementary power when its higher-level marketing capabilities are bundled together to detect distributing channel members’ crucial needs, competitors’ action plans and satisfying market demand. As yet little is known about the main underlying dimensions of higher-level DMC construct, the paper contributes in proposing the key dimensions of DMC. Originality/value This research advances the knowledge-based view and resource-based views and evolves a solid foundation of DMC constructs comprising four higher-order marketing capabilities, namely, ambidextrous market orientation, customer relationship management capability, brand management capability and new product development capability. Thus, this paper contributes in DMC literature in explaining export performance.

scholarly journals Eyes open and hands on: market knowledge and marketing capabilities in export markets

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Tayeenul Hoque ◽  
Mohammad Faisal Ahammad ◽  
Nikolaos Tzokas ◽  
Shlomo Tarba ◽  
Prithwiraj Nath
Keyword(s):  
Learning Strategies ◽  
Export Performance ◽  
Direct And Indirect Effects ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Exploration And Exploitation ◽  
Business Professionals ◽  
Competitive Intensity ◽  
Content Type ◽  
Knowledge Absorption

PurposeDrawing on the knowledge-based view of the firm (KBV) and Dynamic Marketing Capabilities (DMC), this paper examines the role of key internationalization knowledge absorption processes as learning strategies, namely market exploitation and market exploration in enabling internationalization knowledge absorption in export-oriented firms involved in manufacturing goods or producing electrical/engineering products.Design/methodology/approachThe data were gathered via a cross-sectional survey using a questionnaire (i.e. n = 315) on a sample of Bangladeshi manufacturing firms exporting in US and European markets.FindingsThe findings suggest that an export firm's internationalization absorption strategies are positively associated with export performance. The authors also found that the mediator, DMC, strengthened the relationship between knowledge absorption and export performance. Moreover, the findings of moderated mediation model revealed that the direct and indirect effects of market exploitation on export performance are more prevalent when competitive intensity is low. While competitive intensity is high, the direct and indirect effects of market exploration on export performance are more prevalent.Practical implicationsBy introducing a higher-level dynamic marketing capability approach and linking it to ambidexterity constructs (learning though exploration and exploitation), export business professionals should appreciate the full spectrum of mid-level marketing capabilities they need to develop alongside their exploration and exploitation strategies to improve their export performance. This study directs attention to the competitive intensity conditions the exporting firm is facing. When export business professionals are faced with high-level of competitive intensity in the market, they should establish a clear focus on their exploration learning strategies if they wish to enhance their export performance.Originality/valueThe authors contribute to two broad domains of literature: organizational learning and DMC strategy. The study results show that how the two components of international ambidexterity as organizational learning constructs (i.e. market exploration and exploitation) influence knowledge management processes within firms through a firm's possession of a fine configuration of higher-level marketing capability. This study also theoretically and empirically examines how higher-level DMC strategy can mediate the consequence of international knowledge absorption mechanism on firm export performance. From a practical perspective, this study provides useful lessons for exporting firms wishing to enhance their performance.

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