marketing capabilities
firm’s international performance
strategic marketing
Área
Marketing
Tema
Estratégias, Operações e Marketing Internacional
Autores
Nome
1 - Caroline Kalil Reimann FACULDADE DE ECONOMIA DA UNIVERSIDADE DE COIMBRA - FEUC - Faculdade de Economia
2 - Fernando Manuel Pereira de Oliveira Carvalho Universidade de Coimbra - Faculdade de Economia
3 - Marcelo Pereira Duarte Faculty of Economics, University of Coimbra - Faculty of Economics
Reumo
Much has been written about marketing capabilities and their importance to international performance. Nonetheless, little is known about the interplay between the various types of marketing capabilities and their differentiated effects on international performance.
Therefore, our study investigates the interrelationships between static, dynamic, and adaptive marketing capabilities, and their influence on performance in international businesses.
Drawing from resource-based view and inside-out/outside-in perspectives of capabilities, literature suggests that each marketing capability has, individually, differentiated effects on firms’ performance, but when analyzed together, they reveal renewal characteristics to achieve higher performances.
We have surveyed internationalized Portuguese B2B SMEs. 335 valid responses were analyzed through structural equation modeling, where multiple mediation was included.
Results revealed that static marketing capabilities have positive effects on international performance, while dynamic and adaptive marketing capabilities enhance international performance by renewing firms' fundamental capabilities.
This study highlights the importance of the interplay of different types of marketing capabilities to enhance firm’s international performance. It also advices further research dealing with marketing capabilities to take into consideration the interrelationships between them, explicitly modeling the renewal characteristics of both adaptive and dynamic marketing capabilities.
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