Impacts of Dynamic Marketing Capabilities on Performance in Exporting

Yung-Chul Kwon

doi:10.4236/ojbm.2021.95112

Abstract

The purpose of this paper is to construct the operationalization of dynamic marketing capabilities and analyze its effectiveness in overseas market. The author examines the impacts of dynamic marketing capabilities on performance based upon the sample of 180 export companies in Korea. The findings reveal that dynamic marketing capabilities such as “market responding capabilities” and “marketing resource rebuilding capabilities” have significant impacts on performance in exporting. The result verifies the effectiveness of dynamic marketing capabilities in performance. It is necessary for firms to build dynamic marketing capabilities to achieve the desired performance, especially in the overseas market, where the market environment is completely different. Even though this study attempts to shed new light on theory of dynamic capabilities from a marketing perspective, there is a need for continuous discussions and research around the conceptualization and operationalization of dynamic marketing capabilities.

Highlights

Profits vary significantly among different companies even in the same industry
The findings reveal that dynamic marketing capabilities such as “market responding capabilities” and “marketing resource rebuilding capabilities” have significant impacts on performance in exporting
It is necessary for firms to build dynamic marketing capabilities to achieve the desired performance, especially in the overseas market, where the market environment is completely different

Summary

Introduction

Profits vary significantly among different companies even in the same industry. There is a leader in the group as well as a low-ranking follower. Researchers tried to approach this gap in profitability in terms of industrial organization structure (Porter, 1980). There are limitations to merely explain the huge gap in profitability among companies in the same competitive structure. Studies began to focus on internal resource issues among companies to examine the profitability gap, rather than on industrial organization structure.

Objectives

Methods

Conclusion