This article proposes an alternative conceptualisation and operationalisation of international marketing agility as a higher-order dynamic capability constituting overseas market-sensing decision-making flexibility and international marketing adaptability. The international marketing agility – new technology adoption relationship was examined under the moderating effects of new technology relative advantage and complexity among a sample of 162 small and medium sized enterprises (SME) exporters in Thailand, where new internet-enabled inventory management systems were being promoted. The self-administered survey data were analysed using multiple-group structural equation modelling. Results reveal that new technology adoption is driven by higher-level competencies such as international marketing agility, which develops, integrates and reconfigures resources through the three first-order capabilities to enable SME exporters to cope with volatile environments. Such adoption is enhanced by SME exporter perceptions of internet-enabled inventory management system’s relative advantage, but is otherwise diminished by perceptions of its complexity. These findings provide important implications for policymakers and technology vendors responsible for securing adoption by SMEs in emerging markets.

本文提出了国际营销敏捷性的替代概念化和操作化，作为构成海外市场感知决策灵活性和国际营销适应性的高阶动态能力。在泰国 162 家中小企业 (SME) 出口商样本中，在新技术相对优势和复杂性的调节作用下，研究了国际营销敏捷性 - 新技术采用关系，该地区正在推广新的互联网库存管理系统. 使用多组结构方程模型分析自我管理的调查数据。结果表明，新技术的采用是由更高层次的能力驱动的，例如国际营销敏捷性，其发展，通过三大一阶能力整合和重新配置资源，使中小企业出口商能够应对多变的环境。中小企业出口商对启用互联网的库存管理系统的相对优势的看法增强了这种采用，但由于对其复杂性的看法而减弱。这些发现对负责确保新兴市场中小企业采用的政策制定者和技术供应商具有重要意义。