Are born global firms really a “new breed” of exporters? Empirical evidence from an emerging market

This study investigates and compares born global (BG) firms and non-BG firms in Malaysia. We employed the multigroup analysis technique with structural equation models to test six hypotheses to determine the differences and similarities between two proposed models of BG and non-BG firms across a wide range of industries. The study reveals differences between the antecedents of marketing capabilities for BGs versus non-BGs, indicating that the performance enabling mechanisms differ between the groups. More precisely, the ability of BG firms to convert digital and entrepreneurial orientations into marketing capabilities is found to be a distinguishing characteristic of these firms. Moreover, non-BGs utilize government support to build marketing capabilities and obtain superior performance in the international market. This result suggests that governmental export promotion initiatives in Malaysia should be adjusted to increase relevance for BGs. The findings indicate that marketing capabilities play an essential role in the international market performance of both BGs and non-BGs. An important implication is that managerial focus and actions need to be adjusted depending on the type of firm. The two types of firms are not equal; if they are managed similarly, misjudgment will arise.

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

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.

International Dynamic Marketing Capabilities of Emerging-Market Small Business on E-commerce

For better export marketing strategies (EMS), companies mobilize their internal resources, which are managerial commitment, firm experience, and product uniqueness. However, Small businesses with constrained resources cannot be well explained with this view. So, more research on how small business come up with EMS have been called for. To explain how resource-restricted firms which rely heavely on entrepreneur, this study adopted the concept of dynamic managerial capabilities (DMCs) and resource versatility to better explain small business exports. We analyzed small businesses in Mongolia with qualitative research methods, including interviews with entrepreneurs and support organizations, site visits, and group discussions. We suggest international dynamic marketing capabilities (IDMCs), which are entrepreneurial orientation, networking capability, and versatile dynamic capability for small business. Theoretical and managerial implications are discussed.

Hegemony of Digital Platforms, Innovation Culture, and E-Commerce Marketing Capabilities: The Innovation Performance Perspective

Advanced technologies have affected business models. Sustainable innovation performance has become very critical for the survival of businesses, in particular in emerging economies. Therefore, this study aims to investigate the impact of digital platforms, innovation culture (IC), and e-commerce marketing capabilities on innovation performance (IP). In this study, the intervening role of IC was studied. Furthermore, the moderating role of e-commerce marketing capabilities was studied regarding the link between digital platforms and IP. Data were collected from the top management of small and medium enterprises (SMEs) working in several cities in Pakistan. For the data collection and analysis, the quantitative research method was used. Correlation, regression, and bootstrap methods were applied to test hypotheses. The results showed that digital platforms have positive impacts on innovation culture and IP. The findings verified that IC plays a mediating role in the relationship between digital platforms and IP. Moreover, digital platforms increase IP in the presence of e-commerce marketing capabilities. SMEs employ a self-motivated perspective, and it is necessary to evaluate their performance in terms of innovation. Subsequently, businesses that innovate their services and products with respect to their customers’ demands have the capacity to achieve true success. Consequently, SMEs need to analyze their IP for their businesses to flourish. The study emphasizes the overlooked relation of digital platforms and IP, as well as demonstrates the mediation effect of IC.

Improving firm performance using market orientation and capabilities: a case study approach

PurposeThis study explores the relationship between market orientation (MO), marketing capabilities, competitive advantage and firm performance with a focus on productivity and growth. This study answers on how MO and capabilities can enhance the performance of a firm. The following research points have been looked into: (1) business development in uncertain times, (2) strategies that complement both business development and competitive advantage at the same time and (3) how proactive MO helps the business organization to improve performance and attain category leadership in the desired therapeutic segment.Design/methodology/approachThis article is based on an intensive case study that provides a thorough description, interpretation and understanding of the case. To accomplish the given goals, a public sector firm was carefully chosen and data were gathered through interviews with managers from different levels of the case company.FindingsResults of this study explain that the MO concept is highly effective in building the marketing capabilities and sustaining the performance. The study offers business development strategies for the businesses where product differentiation is low and price ceiling is practiced on a certain category of products. MO when combined with marketing capabilities gives the organization a competitive advantage which ultimately enhances the firm performance.Originality/valueThe manuscript is based on a case study representing niche and mid-sized Indian pharmaceutical company, “Indian Immunologicals Limited” (IIL, a public sector firm), that adopted MO along with competitive business strategies in highly competitive, regulated and price control therapeutic category, anti-rabies vaccine. The company with a judicious mix of business strategies, operational excellence and MO not only enhanced productivity but also market share and created new business units for future.

Entrepreneurial orientation and performance of SMEs: the roles of marketing capabilities and social media usage

Purpose Small and medium-sized enterprises (SMEs) are an important contributor to emerging countries’ economic growth. However, SMEs have been struggling to sustain their performance in a highly competitive environment. Thus, this study aims to re-examine the effect of SMEs’ entrepreneurial orientation (EO) on firms’ performance during the COVID-19. This study has also studied the moderating role of social media usage and the mediating role of marketing capabilities and social media usage. Design/methodology/approach This study used a structured questionnaire for data collection, where the unit of analysis was the manager or owner of SMEs. The data were analyzed using partial least square-structural equation modeling. Findings The findings show that an EO has a significant and positive effect on an SME’s performance, but the outcomes are conditional on the role of social media and marketing capabilities. The empirical results reveal that marketing capabilities significantly mediate the relationship between EO and SME performance. In addition, social media usage moderates the relationship between EO and SME performance and it also partially mediates the EO-performance nexus of SMEs. Finally, this study discovers that the EO-Performance nexus of SMEs is serially mediated by social media usage and marketing capabilities. Research limitations/implications This study has important implications for SMEs that are seeking to gain a competitive advantage. For example, an SME should deploy market activities through social media channels. In situations such as a pandemic and uncertainty, this could be the most effective tool. Originality/value This study builds a theory-based mediation-moderation model to explain the link between EO and SME performance. In explaining mediation-moderation effects, the current study provides insight into EO-performance relationships. Moreover, the current model facilitates exploring whether serial mediation passes through social media usage and market capabilities. Therefore, with new findings, the study extends the literature on serial mediation in the EO-performance of SMEs. Additionally, this study extends the literature on the moderating role of social media on SMEs in Indonesia, which has not been investigated. Besides, the current study adds new insight into the EO-performance of SME in COVID-19 condition.

Strategic study of total innovation management and its relationship with marketing capabilities in palm conversion and complementary industries

Given the role and importance of processing and complementary industries in preventing waste from agricultural products, the establishment of such industries can be considered as one of the most appropriate solutions for agricultural development. For this purpose, the data were collected for data processing and complementary industries in the fields of packing, pricing, customer orientation, in south of Iran. Method: According to the goals and assumptions, descriptive–analytical research and its survey method is a survey. According to the Cochran formula, 155 people are involved in marketing, packaging and processing of palm in Kerman province. To answer the research questions, SPSS software and AMOS software were used to analyze the results. Findings "Indigenous Knowledge in packing”. Using communication tools in marketing impact of customer-orientation approach are Top Priorities in "marketing Date". The "packaging" factor is the most important factor in the marketing development of date conversion and complementary industries.