The moderating role of innovation intensity between international marketing strategy and international marketing performance: Branding and commitment in international marketing

Abstract

This study sheds light on international marketing literature and investigates the moderating role of innovation intensity between international marketing strategy and international marketing performance. An administrative survey was conducted towards international marketing managers belongs to retail industry. Structural equation modelling (SEM) technique was used for inferential analysis. Results indicate that altogether, international commitment, brand orientation, brand repositioning, control international branding activities, and congruence of marketing environment explained a substantial variance in international marketing strategy. Effect size analysis f-square showed that international marketing strategy had medium level of effect size on international marketing strategy. The research model was further extended with moderating effect of innovation intensity. Interaction effect confirmed the moderating effect of innovation intensity and indicates that the relationship between international marketing strategy and international marketing performance will be higher when innovation intensity is higher. Lastly, theoretical and managerial implications are discussed with IPMA analysis.