Exploring the Coupling Relationship Between Dynamic Marketing Capability, Strategic Information Management, and International Startup Performance

Abstract

The ever-changing environment in a highly competitive marketplace presents unlimited business opportunities and endless challenges for international startups. To explore the coupled relationship between dynamic marketing capabilities, strategic information management, and international startup performance. For the first time, this study adopts a dynamic analysis and survey methodology and establishes a scoring and analysis model under a dynamic system. A questionnaire study with real data was conducted through 500 international startups in Hebei, China, and the data were processed and analyzed with the help of analytical software. The study discusses the coupling relationship between dynamic marketing capability, strategic information management capability, and enterprise performance, and reveals the intrinsic influence law of the three from multiple dimensions. Specifically, the three dimensions of dynamic marketing capabilities, namely, market knowledge management capabilities, interface synergy capabilities, and customer relationship management capabilities, can all positively affect the performance of enterprises, only the overall effect of the three dimensions on the performance is different, in which the market knowledge management capabilities can significantly improve the performance of enterprises. The strategic information management innovation of internationalized startups has a mediating effect between dynamic marketing capabilities and corporate performance, playing an indirect positive feedback role. The above study contributes to the future marketing management and performance improvement of internationalized startups.