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The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity
International Business Review ( IF 8.047 ) Pub Date : 2021-05-10 , DOI: 10.1016/j.ibusrev.2021.101860
Huda Khan , Zaheer Khan

Emerging market exporting firms in advanced economies must manage a highly dynamic landscape owing to factors such as changing market needs and fierce competition. Hence, these firms need to develop unique marketing skills for superior performance. Accordingly, this study draws on the resource-based and dynamic capability theory to empirically examine the role of marketing skills in developing a dynamic capability—market responsiveness—for improved marketing performance, and the changes in this relationship under highly competitive intensity. Using a sample (n = 98) of firms originating from an emerging market (Pakistan) mainly exporting to advanced markets (the United Kingdom, the United States or both), the findings show that marketing skills, positively mediated by market responsiveness, influence the marketing performance of such firms in advanced markets. The indirect relationship is positively moderated by a higher level of competitive intensity. This study extends the dynamic capability and export marketing streams of literature, particularly for emerging market exporting firms in advanced markets, and provides useful performance implications to export marketing managers.



中文翻译:

营销技巧和市场反应能力对发达市场新兴市场出口公司营销绩效的影响:竞争强度的调节作用

由于不断变化的市场需求和激烈的竞争等因素,发达经济体的新兴市场出口公司必须管理高度动态的格局。因此,这些公司需要开发独特的营销技巧以获得卓越的业绩。因此,本研究利用基于资源的动态能力理论,实证检验营销技能在发展动态能力——市场响应能力——以提高营销绩效方面的作用,以及在高度竞争激烈下这种关系的变化。使用来自新兴市场(巴基斯坦)的公司样本(n = 98),主要出口到发达市场(英国、美国或两者),研究结果表明,市场反应积极调节的营销技能,影响这些公司在发达市场的营销业绩。更高水平的竞争强度对间接关系起到了积极的调节作用。本研究扩展了文献的动态能力和出口营销流,特别是对于发达市场中的新兴市场出口公司,并为出口营销经理提供了有用的绩效影响。

更新日期:2021-05-10
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