Purpose

This study aims to explore the roles and relations of dynamic capabilities (DCs) and marketing capabilities (MCs) to generate firm performance through new empirical data from the automotive industry in an emerging market, Turkey, where volatile market conditions may compel firms to use both their DCs and MCs. The automotive industry dynamic character, which is shaped by fierce competition among car manufacturers, fluctuating customer demands and strong effect of environmental forces, provides an ideal context for examining the performance outcomes of MC and DC in non-static environments. This study aims to show whether better financial performance can be achieved through an integrated MC and DC framework; if the level of environmental dynamism (ED) influences the utilization of MCs; and the impact of MC and DC convergence on firm performance by using emerging market data, which is rare in the extant literature.

Design/methodology/approach

This paper empirically investigates the role of MCs on the relationship between DCs and firm performance and the effect of ED in marketing capability development through a study of 162 top level managers from the automotive industry in Turkey using multiple regression methods. A self-administered questionnaire was used to collect data. A maximum concern was given to obtain at least three questionnaires from each firm to minimize the risk of getting biased answers from only one manager.

Findings

The data were analyzed by the regression method, and the mediation and moderation tests were conducted to test the established hypotheses. The direct relationship between MCs and firm performance was examined through linear regression, and a significant relationship was found (ß = 0.408; t = 5.656; p < 0.001). Pricing (ß = 0.404; p < 0.001), marketing research (ß = 0.367; p < 0.001) and marketing strategy and implementation (ß = 0.336; p < 0.001) had the strongest association with firm performance. The mediating role of MC on the relationship between DC and firm performance was assessed, and the analysis result yielded a significant result (ß = 0.439; t = 6.174; p < 0.001). Finally, the moderating effect of ED on the direct relationship between MC and firm performance was assessed. Yet, the interaction term was insignificant (ß = 0.013; t = 0.103; p = 0.918) in predicting firm performance.

Research limitations/implications

Although the data set covers a broad range of firms operating in the Turkish automotive industry, the generalization of findings should only be possible through obtaining fresh evidence from other emerging markets that possess the similar market characteristics of Turkey. The cross-sectional nature of the study may offer insights only for a certain period of time; thus, additional longitudinal studies are recommended to see the dynamic changes on the constructs and relationships between them. Future studies may also include qualitative methods, i.e. interviews with top managers to have a deeper understanding on how DC–MC interaction creates better performance.

Practical implications

This study empirically shows the importance of MCs for firm performance; thus, managers should allocate significant efforts and resources for improving MCs. The demand for the electric and even autonomous vehicles is likely to increase in the following years, and this new era in the automotive industry requires more R&D and innovation-based products, i.e. green vehicles with low carbon footprint, the use of robotics and long-life batteries for electric vehicles. The cost-related pricing may no longer be a competitive advantage for the firms in emerging markets such as Turkish automotive industry; thus, more investment for disruptive technologies should be considered.

Originality/value

The results show that MCs of firms mediated the relationship between DCs and economic performance. Yet, ED did not play a moderating role on the relationships between MCs and performance. It is concluded that DCs were associated with improved firm performance via MCs. Furthermore, the insignificant impact of ED on the development of MCs leading to better performance was explained by firms’ given over-performing efforts in the context of emerging markets.

中文翻译：

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作为企业绩效决定因素的动态和营销能力：来自汽车行业的证据

目的

本研究旨在通过新兴市场土耳其汽车行业的新实证数据探索动态能力 (DC) 和营销能力 (MC) 的作用和关系，在土耳其，动荡的市场条件可能迫使企业同时使用这两种能力他们的 DC 和 MC。由汽车制造商之间的激烈竞争、不断变化的客户需求和强烈的环境力量影响形成的汽车行业动态特性，为检验 MC 和 DC 在非静态环境中的性能结果提供了理想的背景。本研究旨在展示是否可以通过集成的 MC 和 DC 框架实现更好的财务绩效；环境活力 (ED) 的水平是否影响 MC 的利用；

设计/方法/途径

本文通过使用多元回归方法对土耳其汽车行业的 162 位高层管理人员进行研究，实证调查了 MC 在 DC 与公司绩效之间关系中的作用以及 ED 在营销能力发展中的影响。使用自填问卷收集数据。最大的关注是从每家公司获得至少三份问卷，以尽量减少仅从一名经理那里得到有偏见的答案的风险。

发现

采用回归法对数据进行分析，并进行中介和调节检验以检验既定假设。通过线性回归检验了 MC 与公司绩效之间的直接关系，发现了显着的关系 ( ß = 0.408；t = 5.656；p < 0.001)。定价 ( ß = 0.404; p < 0.001)、营销研究 ( ß = 0.367; p < 0.001) 以及营销策略和实施 ( ß = 0.336; p< 0.001) 与公司业绩的关联最强。评估了 MC 在 DC 与公司绩效之间关系中的中介作用，分析结果产生了显着的结果（ß = 0.439；t = 6.174；p < 0.001）。最后，评估了 ED 对 MC 与公司绩效之间直接关系的调节作用。然而，交互作用项在预测公司绩效方面微不足道（ß = 0.013；t = 0.103；p = 0.918）。

研究局限性/影响

尽管该数据集涵盖了在土耳其汽车行业经营的广泛公司，但只有从具有与土耳其类似市场特征的其他新兴市场获得新证据，才能对调查结果进行推广。研究的横断面性质可能只提供特定时期的见解；因此，建议进行额外的纵向研究，以了解结构的动态变化以及它们之间的关系。未来的研究还可能包括定性方法，即采访高层管理人员以更深入地了解 DC-MC 交互如何创造更好的绩效。

实际影响

这项研究通过实证证明了 MC 对公司绩效的重要性；因此，管理者应该分配大量的精力和资源来改进 MC。未来几年对电动汽车甚至自动驾驶汽车的需求可能会增加，汽车行业的这个新时代需要更多基于研发和创新的产品，即低碳足迹的绿色汽车、机器人技术的使用和长期电动汽车的寿命电池。与成本相关的定价可能不再是土耳其汽车行业等新兴市场公司的竞争优势；因此，应考虑对颠覆性技术进行更多投资。

原创性/价值

结果表明，公司的 MCs 调节了 DCs 和经济绩效之间的关系。然而，ED 并未在 MC 与绩效之间的关系中发挥调节作用。得出的结论是，DC 与通过 MC 改善的公司绩效有关。此外，ED 对导致更好绩效的 MC 发展的微不足道的影响可以解释为公司在新兴市场背景下给予超额绩效的努力。