marketing capability
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2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Tayeenul Hoque ◽  
Mohammad Faisal Ahammad ◽  
Nikolaos Tzokas ◽  
Shlomo Tarba ◽  
Prithwiraj Nath

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.


Author(s):  
Gita Hindrawati ◽  
Wawan Dhewanto ◽  
Dina Dellyana

Millennials have the uniqueness of active learners and work with freedom. Millennials are the first generation to put the fun in work-life. Social media is a strategic instrument in Cyber Learning (CL) in work-life and lifestyle. Learning on Business Performance (BP) in many studies has an insignificant effect and is still inconclusive. The purpose of this study is to offer Innovative Millennial Entrepreneurship (IME), which will be tested empirically in its role in pushing CL to BP significantly. Data collection was carried out by employing a purposive sampling method on 159 millennials who hold owner/manager positions in business organizations. Data analysis used a quantitative approach with Structural Equation Modelling (SEM). The empirical results in the model provide evidence that IME fully mediates, becoming a bridge that strongly fosters the role of CL (β = 0.83) on BP (β = 0.42) and Marketing Capability (MC) through Agile Teamwork (AT) provides an excellent total effect when compared with the direct effect between CL (β = 1.01) and BP (β = 0.79). In the Entrepreneurial Agility perspective, IME and MC through AT have encouraged millennials CL to be converted into better performance through opportunity foresight, systemic insight, and entrepreneurial mindset.


2021 ◽  
Vol 22 (3) ◽  
pp. 1469-1486
Author(s):  
Mohd Aidil Riduan Awang Kader ◽  
Suhana Mohezar ◽  
Nor Khairunnisa Mat Yunus ◽  
Roslina Ali ◽  
Mohamad Nazri

This study expanded on the existing research on corporate social responsibility (CSR) in food supply chains by investigating the moderating effect of marketing capability on the relationship between CSR practice and corporate reputation in the context of Malaysian small medium enterprises (SMEs). Data were collected from 264 SMEs operating in the Malaysian food supply chain using a questionnaire and analysed using Partial Least Square (PLS). The objectives of this study are as follows: 1) to investigate the awareness of CSR and the trends among local food SMEs, 2) to analyse the factors that motivate SMEs to implement CSR, and 3) to examine the moderating effect of marketing capability on the relationship between CSR practice and corporate reputation. This study found that supply chain partners’ pressure and government support were the antecedent factors for CSR practice. In addition, this study also highlighted that CSR practice enhances the responding firms’ corporate reputation. However, this study did not find substantial evidence to support the moderating role of marketing capability. The implication of this study implies that food operators should respond to the rising importance of CSR practice due to their powerful influence on a company's reputation. They should enter a collaborative relationship with their supply chain partners to gain access to resources needed for CSR implementation.


2021 ◽  
Vol 13 (22) ◽  
pp. 12619
Author(s):  
Cheng Lu ◽  
Tongyu Gu ◽  
Jie Chen ◽  
Zunli Liu

With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet market newness, and innovation performance. The mediation effect of compromise on these relationships was also investigated. Through data analysis of 205 questionnaires in China, the current study confirmed that interaction between AMC and Internet market newness significantly affected innovation performance, and Internet market newness positively affected performance only when AMC was high. The results also demonstrated that compromise mediated the interaction with performance. AMC moderated not only the direct effects on performance by Internet market newness, but the effects on compromise by Internet market newness.


2021 ◽  
Vol 11 (4) ◽  
pp. 128
Author(s):  
Hien Thi Ngoc Huynh ◽  
Hoa Doan Xuan Trieu ◽  
Phuong Van Nguyen ◽  
Tue Gia Tran ◽  
Long Nguyen Hai Lam

Vietnamese IT businesses have expanded internationally and have reached a turning point with opportunities and challenges typical when establishing a global brand. To assist Vietnamese IT firms in the development of branding strategies, this study investigated the direct influences of various firm competencies, such as innovation, marketing, networking, and dynamic capabilities, on brand equity in the business-to-business (B2B) information technology (IT) industry. In addition, the study examined whether the enterprise’s capabilities indirectly affected B2B brand equity via value co-creation and customer value. By employing PLS-SEM to analyze a sample of 182 questionnaire responses from IT firms in Ho Chi Minh City, Vietnam, the study found that innovative, networking, and dynamic capabilities had a direct, positive effect on brand equity. The mediating effect of value co-creation and customer value on the association between marketing capability and brand equity was also reported. The research also recommended branding strategies for enterprises that seek to improve their internal competencies and abilities to innovate and respond swiftly to market dynamics. In a successful marketing strategy, all stakeholders must be involved in the value co-creation and brand equity building process, and this is particularly critical in a knowledge-intensive industry such as IT.


2021 ◽  
pp. 93-104
Author(s):  
Bahrun Borahima ◽  
Noermijati Noermijati ◽  
Djumilah Hadiwidjojo ◽  
Ainur Rofiq

2021 ◽  
Author(s):  
Muhammad Fadhlan Kabir

Kinerja pemasaran adalah milik perusahaan pencapaian dalam kegiatan pemasaran. Untuk memenangkan persaingan sangat penting bagi perusahaan untuk berubah strategi mereka dengan orientasi pasar, karena meningkatnya persaingan global dan perubahan kebutuhan konsumen, perusahaan harus fokus pada kebutuhan pasar, agar dapat bertahan.


2021 ◽  
Author(s):  
christopher lam

Pada saat covid 19 banyak perusahaan yang bersusah payah mempertahankan perusahaannya dan juga pengusaha kecil banyak yang menjadi bangkrut karena jarang sekali ada pembeli dan aktivitas pada saat covid 19 dan quarantine. Berbeda dengan usaha skala besar dimana mikro dan kecil bisnis pulih lebih cepat dari krisis dan pekerja yang terkena PHK atau bisa juga disebut undur diri yang berskala besar bisnis diserap ke dalam usaha mikro dan kecil ini. Kecepatan pemulihan usaha mikro dan kecil, terutama karena sifat usaha yang lebih fleksibel, modal yang relatif kecil, dan pada umumnya tidak tergantung pada bahan baku impor dan utang dari luar negeri. Dampak kinerja mikro dan usaha kecil merupakan faktor penting bagi stabilitas perekonomian di Indonesia dan itu menarik peneliti untuk mengetahui faktor apa saja yang mempengaruhi kinerja mikro dan kecil bisnis dari perspektif orientasi pasar, kemampuan pemasaran dan produk inovasi.


2021 ◽  
Author(s):  
eric vincent

Orientasi pasar, kapabilitas pemasaran, dan inovasi produk adalah faktor penentu keberhasilan suatu perusahaan. Penting bagi perusahaan untuk memahami strategi ini untuk meningkatkan performa perusahaan dan nilai tambah dimata pelanggan.


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