Marketing Capabilities Research Articles

T-commerce 산업에 대한 의미연결망 분석

Despite the rapid increase in big data information due to the quantitative growth of the T-commerce industry and the diversity of channels, this study extracted morpheme-based keywords from big data analysis on T-commerce-related articles in the past 21 years. As a result of the study, T-commerce’s growth process could be largely divided into three stages: preparation, introduction, and growth. It was confirmed that it was divided into three clusters in the preparation period: ‘information provision’, ‘diversity’, and ‘business propulsion’, three clusters in the introduction period: ‘activity’, ‘convenience’, and ‘reliability’, and four clusters in the growth period: ‘usefulness’, ‘convenience’, ‘economy’, and ‘reliability’. In practice, it suggests that marketing capabilities should be focused on improving the usefulness and convenience of high word concentration among the four clusters of usefulness, convenience, economy, and reliability formed in CONCOR analysis.

Influence of Digital Transformation Capability on Operational Performance

With the changes in market environments and the development of digital technology, enterprises urgently need to develop the capability to adapt to profound changes in strategy and business processes. Some previous research regarded a digital marketing capability as a digital transformation capability, but other research explained the importance of digital competence to enterprises, from the perspective of resource allocation. However, they could not explain the phenomenon of enterprises on the usage of advanced digital technology to build the capability to refresh or replace the business model and the value creation process. This study constructed the dimensions of a digital transformation capability that contains three hub-factors (sensing, organizing, and restructuring) under the dynamic capability theory. This study collected 162 sets of enterprise data through a survey, and investigated the relationships of an enterprise’s strategy orientation, digital transformation capability, and operational performance by using SPSS and SmartPLS 3. The results show that strategic orientation has a positive impact on a digital transformation capability, and that digital transformation capability has a positive impact on operational performance. In addition, the digital transformation capability plays a mediating role between strategic orientation and operational performance. Doubtlessly, enterprises need to focus on building their own digital transformation capabilities to create new enterprise value. A digital transformation capability will encourage enterprises to integrate their business processes and routines through digital technology to achieve a competitive advantage.

Corporate social responsibility, marketing capabilities and consumer behavioral responses

PurposeThe purpose of the study was to examine the effect of corporate social responsibility (CSR) and marketing capability on consumer behavioral responses in the mobile telecommunication industry in Ghana. Particularly, the study estimated the moderating effect of marketing capability on the relationship between CSR and consumer behavioral responses.Design/methodology/approachBoth customers and employees of three major mobile telecommunication companies were sampled for this work. A mixed linear regression technique was used to examine the relationship between corporate responsibility, marketing capability and customer behavioral responses.FindingsThe empirical results revealed that marketing capabilities moderate the relationship between CSR and consumer responses in the telecommunication industry.Research limitations/implicationsThe study proposes practical dimensions to the mobile telecommunication companies that the extensive development of strong marketing capabilities serves a conduit for CSR to achieve favorable consumer responses.Originality/valueThe results have opened up rather a limitation studies on the moderation role marketing capabilities in relationship between CSR and consumer behavioral responses in the telecommunication industry.

Pengaplikasian Platform Food Delivery Service Shopee Food dalam Memasarkan Produk Minuman Kamsia Boba Mataram

The development of SME businesses in Indonesia is currently very much supported by their marketing capabilities. Marketing that is being carried out is now more upgraded than before, one of which is Digital Marketing starting from Endorse, Paid Promote and Social Media such as Instagram. However, for the last few years there have been several digital platforms that are specifically intended for culinary-based businesses (Food and Beverage), these digital platforms are quite positive for consumers as well as producers, in addition to saving time and energy, the costs incurred are not too large. One example of a digital platform that has a positive impact on users is Shopee Food. Shopee Food is a feature diversification of the shopee application other than shopeepay, shopeepaylater which is specifically made for food and beverage products. We as the Service Team are trying to help Kamsia boba Mataram, as one of the boba beverage businesses that has only been established for 2 years, to use the application to increase sales levels. The methods used in this service are 1) Identification of problems and solutions; 2) Process Design; 3) Implementation; 4) Validation and Evaluation; and 5) Conclusion. The stages of activities carried out by the community service team for Kamsia Boba Mataram SMEs were followed enthusiastically, this was proven by the use of the Shopee Food application as a means of promotion and sales by Kamsia Boba Mataram SMEs.

Impact of industry competitive intensity on brand performance: mediating role of market orientation and organizational learning

PurposeThe purpose of this paper is to investigate the effect of industry competitive intensity (ICI) on brand performance with the mediating role of market orientation and organizational learning using theoretical and experimental materials in fast-moving consumer goods (FMCGs) firms.Design/methodology/approachTo test the research hypotheses, a model was designed and tested on 124 chief executive officers from 30 FMCG firms active in both food and chemical industries using structural equation modeling and partial least squares methodology.FindingsThe research findings showed that ICI has significant effect on market orientation and organizational learning. It also has significant effect on the firm’s brand performance through developing the market orientation capability as a mediating variable, but the development of organizational learning capability (as a mediating variable) is not effective in the relationship between ICI and brand performance.Originality/valueSince the early 1990s, addressing intraorganizational capabilities and resources has been a major topic of strategic and marketing research. In this regard, many theoretical and experimental contents have been presented so far. However, little research has simultaneously addressed the industrial environment and the development of competitive capabilities. A manager’s understanding of the competition rate of an industry has the potential to influence the development of organizational capabilities through strategic responsiveness to his/her perception of the environment. This study attempts to show that managers and firms that consider their industrial environment to be volatile must develop their learning capabilities and market orientation, leading to superior brand performance.

Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): a mixed-method analysis

PurposeThe purpose of the current research is to investigate the relationship between marketing capabilities and marketing innovation toward the sustainable competitive advantage of small and medium enterprises in the Philippines. The research study aims to improve the prior conducted literature by concentrating on the precursors of innovation in marketing and its impact on building a sustainable competitive market. The paper intends to address this by examining the following variables using a mixed-method approach.Design/methodology/approachThe researcher employed the mixed methods particularly the sequential explanatory design to explain and interpret the quantitative data collected from 89 business owners/managers using Jamovi Software while the qualitative data were collected through an in-depth interview conducted with 10 SME owner-managers of new and established businesses in Angeles City, Pampanga using Taxonomic Coding Scheme. The sequential explanatory design was used to explain and interpret quantitative results by collecting and analyzing follow-up qualitative data.FindingsThis study investigates the relationship between marketing capabilities and marketing innovation towards sustainable competitive advantage of micro-small and medium enterprises in the Philippines through mixed method approach. For quantitative result, the study found that marketing competency significantly influenced marketing innovation. The result shows that all SMEs have enough people in place who are capable of implementing marketing innovation activities and use new technology like the use of information technology. The paper also found that marketing innovation, significantly predicted sustainable competitive advantage. MSMEs exhibit this innovation such as product, price, place, and promotion can create a distinctive position in the market towards sustainable competitive advantage. The paper also tested the mediation effect of marketing innovation that influences the relationship between marketing competence and sustainable competitive advantage. Most of the hypotheses posited were supported. For qualitative data, it was revealed that these SMEs through their key informants and key leaders are open to innovations thus, willing to learn by establishing networks with customers and other managers/business owners to expand and improve their business. The food business in Pampanga is highly competitive, and most of the SMEs are engaged with it. In order to survive the saturated market, continuous improvement is important in the identified areas for growth and innovation. Mixed method analysis supported quantitative and qualitative findings. Hence, it indicated that marketing competency significantly influences sustainable competitive advantage, which can be achieved through marketing innovation. In this study, the researcher analyzed the influence between marketing competence and marketing innovation to achieve a sustainable and competitive market.Research limitations/implicationsThere were certain limitations of this research study. First, the lack of panel data limits the investigation of causality that is instrumental in substantiating the findings. Second, the proposed conceptual framework offers a deeper understanding of innovation performance, examining how integrating activities of the R&D department, human resource department, and marketing department affect innovation commercialization will likely provide more meaningful insights. Moreover, finally, future studies may go beyond the scope of our study to examine (1) food and meat processing, (2) agriculture, hunting, and forestry, (3) hotels and restaurants, (4) mining and quarrying, (5) wholesale and retail trade, (6) transport, storage communication.Practical implicationsTo remain relevant in this extraordinary time, this paper suggests a support instrument to offer vital data on different categories of innovation to the foodservice sector SMEs in Angeles City to embrace and implement new innovative methods in their practices. The key practical implication of this research, therefore, is the requirement for small and medium business owner-managers to improve their technical capability to realize the full benefits, particularly in terms of more responsive and user-centered, data-driven marketing personnel.Social implicationsThese findings may influence positive social change by contributing to more effective and efficient marketing practices in small and medium firms that can lead to better financial performance, higher survival rates, and a healthier economic system. This study demonstrates that SME owner-managers require new skillsets to overcome the barriers to adopting technology for marketing. This primary capability is a prerequisite to the competitive advantage of the business, yielding to brand equity, business growth, and marketing dominance.Originality/valueThis study used a sequential explanatory mixed-methods strategy to determine the significant variables. This paper addresses an interesting and practical issue related to the impact of marketing capabilities and marketing innovation towards sustainable competitive advantage of micro-small and medium enterprises in the Philippines using mixed method approach.

The Role of Marketing Capabilities and Market Munificence in an Emerging African Economy

In this paper, the authors investigate the relationship between marketing resources and firm performance in the context of SMEs in a developing African economy. Drawing on sample of SMEs from Ghana, the study examines the direct relationship between marketing resources and firm performance, the mediation role of marketing capabilities between marketing resources and firm performance, and the way market munificence moderates the impact of marketing capabilities on firm performance. They find evidence of a positive causal link between the use of marketing resources and firm performance. The findings provide insight to practicing SME managers to consider when deploying resources to succeed on their plans for firm performance in a developing economy.

Innovativeness as the Key to MSMEs’ Performances

Research on Micro Small Medium Enterprises (MSME) has always been an exciting area of study because of its crucial role; however, it turns out that MSMEs have many problems. The problems, such as human resources and their abilities, are rarely discussed. MSMEs tend to be formed because of a compulsion to do so, whereas companies are created by opportunities; therefore, it is essential to include entrepreneur orientation and dynamic capability elements in making MSME performance models. This study used SEM analysis with 333 respondents spread across six provinces in Indonesia. The results showed that innovativeness, which is part of entrepreneur orientation, is critical in the formation of MSMEs’ performances. Moreover, based on the calculation of indirect effects, it revealed that innovativeness through marketing capabilities has a significant influence on the performance of MSMEs.

Market innovations driving competitive advantage in MSMEs

In the constantly changing business environment, Micro, Small and Medium Enterprises (MSMEs) have to resort to various strategies to strive the competition. The diversity and complexity of the competitive markets necessitate the MSMEs to have a clear vision to achieve efficiency and flexibility. In several cases, MSMEs zero down to owning some kind of innovations. Globally, innovation has been categorised in four types, namely, ‘product, process, marketing and organizational’. Among these, the focus of this paper is on marketing innovation and how much literature supports its impact on attaining competitive advantage. This paper tries to broadly provide a holistic perspective on how impactful are marketing innovations in seeking competitive advantage through marketing capabilities based on extensive literature review. Significant research has been done in the fields of marketing practices, capabilities, newer trends and role of innovations in achieving competitive advantage. Marketing innovation has widely been defined as constituting modifications in product placement, promotion, pricing and packaging (Deshpandé, Farley, &Webster, 1993; Hurley & Hult, 1998; OECD, 2005). The discussion takes into account the imperative factor driving market innovations based on resource-based view i.e., market capability and studies its relation to the determinants of competitive advantage.

Entrepreneurial Marketing Capability and Performance of Small and Medium Enterprises in Kenya

The role small and medium enterprises play in propelling economic growth in Kenya and worldwide cannot be overlooked. However, the majority of these businesses, particularly in developing countries experience severe competition from large international businesses. Most of these small businesses have ended up closing down since they could not cope with the rapidly growing competitive environment. This paper sought to investigate the role of entrepreneurial marketing capability on the performance of small and medium enterprises in Kenya. The study adopted a descriptive cross-sectional research design. The study target population constituted small and medium enterprises in Thika town’s light industrial area, Kiambu County in Kenya. The entire target population comprised approximately 2400 licensed small and medium enterprises majorly in manufacturing, trade, and service sub-sectors. The study sampled 331 small and medium enterprise owners using stratified random sampling. The findings revealed that entrepreneurial marketing capability positively and significantly influences the performance of small and medium enterprises. The study concluded that entrepreneurial marketing capability is a significant contributor to small and medium enterprises’ performance. The study recommended that small and medium enterprise owners should strengthen their marketing capabilities. In particular, they should focus on the following aspects: Market sensing, partner linking, customer-focus strategy, regular branding, and discounted sales. Improving these aspects will result in enhanced business performance.

CSR, marketing capabilities and human resource development: the endogenous role of network capabilities

PurposeThis study aims to examine the relationship between human resource development (HRD) and the interaction between corporate social responsibility (CSR) and marketing capabilities in small and medium enterprises (SMEs) in the food industry.Design/methodology/approachThis research uses the extended regression model on a sample of 2,649 food SMEs in Vietnam.FindingsThis research found that CSR and marketing strategies positively influence HRD; the interaction of CSR and marketing capabilities has a negative effect on HRD; the endogenous role of network capabilities on the effects of CSR and marketing capabilities on HRD.Originality/valueThis research helps food companies use their resources in allocating resources for CSR and conduct marketing reasonably and effectively. This study highlights that the impact of CSR and marketing on HRD is dominated by endogenous networking.

The impact of organisational capabilities on the performance of small- and medium-sized enterprises (SMEs)

PurposeThe purpose of this study was to examine the extent to which organisational capabilities do impact the performance of small- and medium-sized enterprises (SMEs) in Ghana.Design/methodology/approachA cross-sectional survey design was used for the study. Data was collected from 306 SMEs from different sectors of the economy. The partial least square structural equation modelling was used to analyse the relationships between organisational capabilities and SMEs’ performance measured by their financial viability.FindingsThe findings reveal as predicted that four out of the five organisational capabilities tested were indeed important predictors of SMEs’ financial viability. Specifically, managerial capability, supply chain capability, operations capability and marketing capability were found to positively and significantly impact SMEs’ financial viability. The findings further reveal that firm size does not moderate the relationship between these capabilities and financial viability.Research limitations/implicationsThis study was undertaken in a developing economy with peculiar business operating conditions and, thus, may limit the generalisability of the findings.Practical implicationsThe findings suggest that key organisational capability development is critical for enhancing the financial viability of firms, confirming four of such critical capabilities that are needed by SMEs. The findings further suggest the need for firms irrespective of size to develop organisational capabilities.Originality/valueThis study has empirically established that developing managerial capability, supply chain capability, operations capability and marketing capability are important success factors if SMEs, irrespective of size, intend to enhance their financial viability.

Exploration, exploitation, ambidexterity and the performance of international SMEs

PurposeThis study aims to examine how international small and medium-sized enterprises (ISMEs) improve adaptive marketing capabilities (AMCs) through exploration, exploitation and ambidexterity (EEA) and thereby increase exporting performance. In addition, the present study attempts to examine conditions under which EEA can more effectively improve AMCs.Design/methodology/approachThe theoretical model was tested by using survey data collected from 119 ISMEs based in the U.S. Partial least squares structural equation modeling was deployed to analyze the data.FindingsThe results show that exploration increases ISMEs’ performance through improving AMCs while ambidexterity reduces ISMEs’ performance through weakening AMCs. However, the negative influence of ambidexterity on AMCs attenuates in a dissimilar host country where ISMEs can conveniently learn new information. Finally, when ISMEs pursue exploitation in an either similar or dissimilar host country, their AMCs do not improve.Research limitations/implicationsWe provide empirical evidence of SMEs increasing AMCs and firm performance via EEA within the context of exporting. However, we did not collect objective financial performance of ISMEs.Practical implicationsOur findings provide guidance for ISMEs’ marketing managers to build AMCs by learning something new. Moreover, the findings help ISMEs effectively identify and select the most appropriate international marketing strategy depending on the similarity between host and home countries.Originality/valueOur findings contribute to the literature by explicating how ISMEs can heighten marketing capability to build competitive advantages in global markets through exploration. However, ISMEs should be cautious when pursuing ambidexterity, which may weaken AMCs and finally decrease firm performance. In addition, we identify external factors that influence effectiveness of EEA in building AMCs. By doing so, the findings help ISMEs understand how to increase AMCs so as to improve competencies in fast-changing global markets.

Thriving through turbulence: Lessons from marketing academia and marketing practice

Economic, environmental, social and digital (r)evolutions have fundamentally transformed marketing theory and marketing practice. We are confronted with new concepts, methodologies, approaches and findings, and it is often difficult to see the wood from the trees. The aim of this paper is (1) to provide a coherent overview of recent developments, including the impact of the COVID-19 crisis, and the increasing attention paid to climate change, social inequality and, as a consequence, the need for sustainable consumption, (2) to link these developments to insights from academic research and responses of managers as cited in business journals, and (3) to elaborate on the marketing capabilities needed to survive in the current turbulent environment.

Impact of fish culture value chain development project on production, pond area, employment creation, and technical capability of participating farmers in some areas of Natore district, Bangladesh

This study examines the impact of the fish culture value chain development project of PKSF (Palli Karma Sahayak Foundation) implemented by United Development Initiatives for Program Action (UDDIPAN) on fish farmers in the Natore district. The project period was 20 months. With the views in mind, 600 project participating fish farmers were selected purposively from the study area. It is evident that 15.53% of farmers used lime regularly as a precautionary measure against fish stocks in their ponds but 84.46% of farmers applied lime irregularly. At present, 100% fish, farmers apply a moderate amount of lime during the preparation of fish farming ponds. The final assessment survey found that fish feeding increased by 95% of the farmers used regular and 5% of the farmers applied irregular food. The final fish marketing capabilities increased by 58.58% sold fish from farms, 20.32% from local markets, and 21.12% from national markets. Fry marketing increased by 83.57% sold fry to farmers, 16.27% to potters, and 6.18% to other places. Water change increased by 90% of the farmers change the water regularly and 10% of the farmers change the water irregularly in the pond after participating in the fish culture value chain development project of PKSF implemented by UDDIPAN. Fish production has been 14.77 kg per decimal in the pond. Finally, the study concludes that PKSF on fish culture value chain development project had positively influenced production, pond area, employment generation, and technical capability of participating farmers in the project area.

Create Brand Loyalty of Indonesıan Facebook User Through Brand Engagement: Utılızatıon the Role of Socıal Medıa Marketıng Elements

There has been a noticeable increase in businesses reaching out to a wider range of potential customers using the internet and social media to market and present their goods. Social media marketing is thought to improve brand loyalty and engagement by utilizing social media aspects such as entertaining, interactive, trend of customization/personalization, and WOM. One of the most prominent social media networks is Facebook, and it is superior to other social media platforms in Indonesia since it has the most users. There has been no study to date that investigates how Facebook as social media platform is seen a brand that offers marketing capabilities and services. This study employed quantitative research methodologies, namely causal analysis utilizing Structural Equation Modeling (SEM) techniques and the SMART PLS 3.2.9 software. This study's sample consists of Facebook or social media users in Indonesia who have viewed marketing or promotional content on their social media. The researcher's sample approach of choice is incidental sampling, with a total of 400 respondents. This study in accordance with the study's goals, may demonstrate that Facebook's social media marketing activities effect customer engagement with a brand and customer loyalty to a brand. Facebook's marketing operations in social media may promote brand engagement by users of these social media, whereby consumer engagement also mediates the link between social media marketing and brand loyalty.

Digital Startups Fundamental Capabilities in New Product Development: Multiple Case Studies in Bandung, Indonesia

Digital startups compete by increasing their ability to innovate in new product development. New product development becomes one of the main processes for startups to scale their product quality. As there are many frameworks of new product development to follow, the particular new product development in digital startups should be established to contribute to the theory. Therefore, the research question of this study is: What are the fundamental capabilities of new product development in digital startups. This research uses the exploratory study approached by qualitative research, interviewing at least CEOs of four digital startups in Indonesia and a technology-based new ventures expert. From the study, there are three influential capabilities in the new product development in digital startups, such as financial, market, and technology. The connection between capabilities contributes to the theoretical framework. The implication of this study is to help practitioners to conduct an ideal new product development process.
 Keywords—Digital Startups ; Financial Capability; Market Capability; New Product Development; Technology Capability.

The value relevance of digital marketing capabilities to firm performance

Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial interest, the value relevance of DMCs beyond the value achieved through classic marketing capabilities (CMCs) remains unclear. Similarly, research investigating the interaction effect of DMCs and CMCs is scarce. We address both research gaps by drawing on a mixed-methods approach combining in-depth interviews and a multi-industry, multisource dataset. The results reveal that DMCs significantly contribute to firm profitability beyond the influence of CMCs. Drawing on the contingent view of resource-based theory, we investigate the moderating influence of organizational and environmental contingencies on the interaction effect of DMCs and CMCs. This investigation reveals important tradeoffs that result in actionable managerial implications for realizing the complementarity potential—and preventing the substitutive potential—of a firm’s DMCs and CMCs.

Green marketing capability: A configuration approach towards sustainable development

Literature often shows that not all firms achieve similar outcomes in pursuing green marketing practices. Hence, what makes some firms more successful than others in formulating green marketing practices and achieving desired outcomes is of crucial importance. This study proposes that green marketing capability (GMC) is one of the factors that can explain this difference between firms. Based on resource-based view and dynamic capability theories, this research develops a theoretical framework to conceptualize and configure GMC. In doing so, this research specifically explores three research objectives: (1) what constitutes GMC, (2) how firms differ in their GMC configurations, (3) how such GMC configurations might lead to green marketing performance differentials. To answer these objectives, in a multi-industry setting, this study employs a multi-source data collection approach and uses managerial surveys (n = 158), objective financial information, and uses configuration (cluster) approach for data analysis. The findings show that firms can develop GMC in two ways: through green market sensing (comprising of learning and planning activities) and green market execution (encompassing marketing mix and cross-functional orientations). Based on GMC configurations, firms can be classified into three groups: opportunity seekers that excel in both sensing and execution capabilities and act as green market prospectors; conservative compliants that lag behind in both these aspects and act as green market defenders; and critical adopters that lay medium emphasis on green market sensing and execution activities and maintain a balanced “wait and see” approach. The results also show that firms can achieve the best possible green marketing performance by adopting an opportunity seeker's strategy. The study highlights several research and managerial implications for firms to adopt innovative GMC practices.

From mainstream to niche: How value regimes shift in emerging economy upgrading

Efforts of emerging economies to upgrade into global market capabilities are often conceptualized as either discrete choices or ongoing experiments. Mediating between these perspectives, this study uses the concepts of value regime and economic imaginary to examine micro-dynamics in upgrading. Based on the case of global business services in Kenya and South Africa, this study shows that upgrading efforts center around mainstream or niche value regimes which align local resources with specific demands and which are guided by economic imaginaries. These are shared theories of value creation and upgrading success which are linked to global discourses and which legitimize certain local investments while hindering others. Findings show how both Kenya and South Africa initially followed mainstream imaginaries according to which meeting global standards attracts clients and helps achieve scalable success. Misalignments with material realities later promoted niche imaginaries which focus on the value of local specificity and exclusiveness and which promoted the rise of impact sourcing and specialty services. Findings indicate how the interplay of material and discursive processes affects upgrading dynamics.