Differences in digital adoption between firms call for a clearer conceptualization of digital marketing capabilities (DMCs). The purpose of this paper is twofold: (1) to offer a conceptualization of DMCs from a relational dynamic capabilities perspective and (2) to explore performance outcomes of DMCs for international firms, taking into account firm size and entrepreneurial orientation.,A survey on a sample of 167 international firms is used and analyzed using hierarchical regression.,DMCs contribute positively to performance. Firms with greater entrepreneurial orientation leverage DMCs more effectively and have better performance. Small firms with strong digital capabilities perform as well as medium-sized firms. Large firms perform marginally better than small and medium-sized firms.,This paper complements previous IB studies that only study customer-related or supplier- and channel-related IT adoption. It is based on a more holistic conceptualization of DMCs, and draws on market sensing, customer-linking, customer retention, supplier relationship and channel bonding capabilities. It offers new empirical evidence for the positive impact of DMCs on firm performance. It also contributes to small and medium-sized enterprise and digital entrepreneurship literature by comparing the performance outcomes of DMCs for different size firms with varying degrees of entrepreneurial orientation.,This study provides implementable measures of DMCs. The findings encourage firms to develop entrepreneurial orientation alongside DMCs.,This paper presents DMCs as relational dynamic capabilities and shows the moderating effect of entrepreneurial orientation and firm size on the DMCs–performance relationship.

中文翻译：

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国际公司的数字营销能力：关系视角

公司之间在数字采用方面的差异要求对数字营销功能（DMC）进行更清晰的概念化。本文的目的是双重的：（1）从关系动态能力的角度提供DMC的概念化；（2）考虑公司规模和创业方向，探讨DMC对国际公司的绩效结果。使用167家国际公司的样本并使用层次回归进行分析。DMC对业绩有正面贡献。具有更大创业导向的公司可以更有效地利用DMC，并具有更好的绩效。具有强大数字能力的小型公司的表现与中型公司相同。大公司的业绩略好于中小型公司。本文补充了以前的IB研究，这些研究仅研究与客户相关或与供应商和渠道相关的IT采用情况。它基于DMC的更全面的概念化，并利用了市场感知，客户链接，客户保留，供应商关系和渠道绑定功能。它为DMC对公司绩效的积极影响提供了新的经验证据。通过比较不同规模的创业导向程度的不同规模的公司的DMC的绩效结果，它也为中小企业和数字化企业家精神文献提供了帮助。本研究提供了DMC的可实施措施。这些发现鼓励企业与DMC一起发展创业导向。