Purpose

Drawing 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/approach

The 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.

Findings

The 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 implications

By 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/value

The 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.

中文翻译：

---

大开眼界，动手：出口市场的市场知识和营销能力

目的

借鉴企业的知识基础观（KBV）和动态营销能力（DMC），本文考察了关键的国际化知识吸收过程作为学习策略的作用，即市场开发和市场探索在实现出口国际化知识吸收方面的作用-涉及制造商品或生产电气/工程产品的定向公司。

设计/方法/方法

这些数据是通过使用问卷调查（即n  = 315）对孟加拉制造公司在美国和欧洲市场出口的样本进行的横断面调查收集的。

发现

研究结果表明，出口公司的国际化吸收战略与出口业绩正相关。作者还发现，中介者 DMC 加强了知识吸收和出口绩效之间的关系。此外，调节中介模型的结果表明，当竞争强度较低时，市场开发对出口绩效的直接和间接影响更为普遍。虽然竞争强度很高，但市场探索对出口业绩的直接和间接影响更为普遍。

实际影响

通过引入更高级别的动态营销能力方法并将其与双元结构（通过探索和开发学习）联系起来，出口业务专业人士应该了解他们需要开发的全方位中级营销能力以及他们的探索和开发策略以改进他们的出口业绩。本研究关注出口公司面临的竞争强度条件。当出口业务专业人士面临市场竞争激烈时，如果他们希望提高出口业绩，他们应该明确关注他们的探索学习策略。

原创性/价值

作者为两大文学领域做出了贡献：组织学习和 DMC 策略。研究结果表明，作为组织学习结构的国际二元性的两个组成部分（即市场探索和开发）如何通过公司拥有更高层次的营销能力的精细配置来影响公司内部的知识管理过程。本研究还从理论上和实证上检验了更高层次的 DMC 战略如何调节国际知识吸收机制对企业出口绩效的影响。从实践的角度来看，这项研究为希望提高业绩的出口公司提供了有用的经验教训。