Purpose

This article illustrates how, during the COVID-19 pandemic, emerging market exporting firms can adopt differentiation strategies using composition-based capabilities, which, in turn, will enable them to strengthen their images and market shares, i.e. their strategic marketing performance in advanced markets.

Design/methodology/approach

This study is based on survey data obtained from 86 Pakistani firms exporting to advanced economies.

Findings

The study found that compositional collaboration capabilities positively influence the differentiation strategies and strategic marketing performance of emerging market exporting firms conducting business in advanced host markets. Furthermore, the findings indicate that differentiation strategies mediate the influence of compositional collaboration capabilities on the strategic marketing performance of these firms.

Originality/value

By taking a new compositional based theoretical perspective, this study examined the underexplored phenomenon of how emerging market firms can differentiate their offerings in advanced export markets in order to achieve a better strategic performance during external shocks such as the COVID-19 pandemic. Given that export growth is a strategic priority for many emerging markets, including Pakistan, due to their substantial trade deficits, this study provides important contributions from both the theoretical and practical perspectives.

中文翻译：

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在 COVID-19 大流行期间，新兴市场公司在先进市场中采用的复合协作和差异化战略

目的

本文说明了在 COVID-19 大流行期间，新兴市场出口公司如何利用基于组合的能力采取差异化战略，这反过来又将使他们能够加强其形象和市场份额，即他们在先进市场的战略营销业绩.

设计/方法/方法

本研究基于从向发达经济体出口的 86 家巴基斯坦公司获得的调查数据。

发现

研究发现，组合协作能力对在先进东道国市场开展业务的新兴市场出口公司的差异化战略和战略营销绩效产生积极影响。此外，研究结果表明，差异化战略调节了组合协作能力对这些公司战略营销绩效的影响。

原创性/价值

通过采用基于组合的新理论视角，本研究检验了新兴市场公司如何在先进出口市场中区分其产品以在 COVID-19 大流行等外部冲击期间实现更好的战略绩效这一未被充分探索的现象。鉴于出口增长是包括巴基斯坦在内的许多新兴市场的战略重点，因为它们存在巨大的贸易逆差，因此本研究从理论和实践角度都提供了重要贡献。