Marketing Capabilities Research Articles

SMEs’ intangible resources and their effects on export performance: a study on Malaysian halal F&B sector

Purpose The growing demand for halal products has attracted small and large companies looking to secure their market share in the lucrative global halal market. However, it is difficult for resource-constrained firms, such as small and medium enterprises (SMEs), to compete internationally. Therefore, drawing from a resource-based view, this paper aims to examine how intangible resources affect the export performance of Malaysian SMEs exporting halal food and beverages (F&B) products. Design/methodology/approach This study used a purposive sampling technique, and respondents were reached out by mail. Out of 517 local SMEs exporting halal-certified F&Bs contacted, 193 firms responded, and only 188 responses were eligible to be used for data analysis. The partial least squares structural equation modelling technique was used to conduct the analysis. The data underwent measurement and structural model evaluation to confirm the hypotheses postulated. Findings Based on the data analysis conducted, it was discovered that intangible resources, namely, international orientation and marketing capability, significantly influence the export performance of Malaysian SMEs exporting halal F&B. However, the influence of cultural intelligence on export performance could not be demonstrated. Originality/value This paper fills the gap of the need for more attention to SMEs in developing countries, especially in the halal industry. This research paper also contributes to international business and halal studies by promoting an understanding of intangible resources as strategic resources for SMEs to create competitive advantages and elevate their export performance in the emerging global halal market.

Utilization Behaviour of Digital Tools by Farmers for Marketing Their Produce during Covid-19 Lockdown Period

The present study was conducted to examine the role of digital tools in agricultural marketing during the Covid-19 lockdown period in Tamil Nadu. The study aimed to understand how farmers leveraged digital tools to overcome marketing difficulties in marketing their produce during the lockdown period. The research focused on the time spent on digital tools, the purpose for which farmers used digital tools, and the awareness of e-commerce web portals for marketing their produce. The research was conducted in three districts of Tamil Nadu, viz., Krishnagiri, Erode, and Madurai, which were selected based on highest production of tomatoes, banana, and jasmine respectively. The findings revealed that the time spent by farmers on phone calls increased for marketing their produce during Covid-19 lockdown period, followed by SMS/WhatsApp/Telegram messaging to engage in direct communication and share information with buyers. Social media platforms such as Facebook, Twitter, and Instagram, Digital payment platforms like Phonepe, Gpay, Bhim and E-commerce portals and apps were not used much by farmers for marketing their produce during the lockdown period. Most of the farmers used digital tools for getting market information, arranging transport and labour. However, farmers didn’t use the digital tools for processing and storage purposes., The awareness on E-commerce web portals among the farmers differed among the three crops. None of them were aware about the portals like Jaivik Kheti, Kisan Mandi, and Arya.ag. However, farmers had relatively higher awareness on e-NAM portal. These findings have implications for policy makers and stakeholders in devising strategies to enhance farmers' awareness and access to digital tools and to develop digital interventions for improving their marketing capabilities in times of crisis.

Antecedent Energizing Profesional Networks And Marketing Performance Fashion Industry: Conceptual Framworks And Research Proposition

Many studies on the connection between an entrepreneurial mindset and business performance were conducted in the preceding year. As a result, this study puts forth a fresh notion that sets it apart from the competition: the necessity of professional networks for reviving the link between entrepreneurial orientation and marketing efficiency. This study seeks to understand the relationships between three dimensions of entrepreneurial orientation—being proactive, taking risks, and being innovative and the marketing success and thriving professional networks of Indonesian fashion SMEs. The process's output is the energization of professional networks based on a synthesis of the theories of dynamic marketing capabilities and achievement goals. A single informant survey of Fashion SMEs owners in the relevant domain using structural equation modeling (SEM) and a moderator test is the suggested methodology for testing the proposed model. While the study's statistical population including all business owners of Indonesian fashion SMEs. Purposive sampling was employed in this investigation, with a sample size of 250 respondents. All respondents received questionnaires, which were then used as the primary data collection tool. The paper finishes with recommendations and lines of inquiry for additional study.

Examining the Antecedents and Consequences of Adaptive Selling Capability: Study from Microfinance Institutions in Indonesia

In the heated business competition of today’s financial services sector, small conventional banks such as microfinance institutions (MFIs) must maintain superior salespeople with adaptive selling capabilities to increase sales performance. Therefore, it is critical to investigate the determinant factor and consequences of salespeople’s adaptive selling capability. This study proposed to examine the effect of psychological empowerment dimensions, namely: meaning, competence, self-determination, and impact, on adaptive selling capability. In addition, this research also scrutinises the link between adaptive selling capability and sales performance by examining innovative selling behavior as a mediating variable. A total of 205 salespeople from 34 MFIs in Central Java, Indonesia, participated in the survey. Based on structural equation modelling (PLS-SEM) analyses, this study found that psychological empowerment dimensions significantly affect adaptive selling capability. Findings also demonstrate that adaptive selling capability positively influences innovative selling behaviour. Finally, the results revealed that innovative selling behaviour mediates the relationship between adaptive selling capability and sales performance. This research provides insight for MFI managers to improve sales performance by cultivating employee psychological empowerment, which impacts adaptive selling capability and innovative selling behavior.

Organizational Sensemaking, Adaptive Marketing Capability, and Effectual Problem Setting

Organizational Sensemaking, Adaptive Marketing Capability, and Effectual Problem Setting

From Market Insight to Business Triumph: Unraveling the Role of Market Orientation in Enhancing MSMEs Performance

This study aims to analyze the role of market orientation on performance in MSMEs in Semarang City. The research method used is quantitative. The object of research is SMEs in the city of Semarang. By using a non-probability sampling technique, namely convenience/accidental sampling, 200 samples were taken from 11,910 MSMEs. Data collection method using a questionnaire with a numerical scale. This research found that competitive advantage can be achieved by adopting market orientation, which involves customer orientation by understanding what customers want and need, competitor orientation by analyzing the strengths and weaknesses of competitors that can be leveraged by the company, and inter-functional coordination to develop strategies based on the gathered information. Marketing capabilities also play a crucial role in shaping competitive advantage. Marketing capabilities can develop and deliver superior value to customers by leveraging existing resources. Competitive advantage, market orientation, and marketing capability play a partial role in enhancing their business performance. Business performance is the goal of every organization. It is considered the core of strategic management, and therefore, most of their efforts are directed towards improving business performance. Companies can pay attention to important factors that can influence business performance. In this study, it was found that by focusing on competitive advantage, market orientation, and marketing capability, companies can enhance their business performance. The theoretical implication in this research is scientific development, while in practice, market orientation is a supporting factor that needs to be considered by MSME actors in order to achieve success.

The effect of SMEs’ dynamic capability on operational capabilities and organisational agility

Purpose: This study sets out to empirically investigate the effect of small and medium-sized enterprises’ (SMEs) dynamic capability on operational capabilities, organisational agility and performance while assessing the moderating role of environmental uncertainty.Design/methodology/approach: Data were gathered from 288 company representatives from the South Korean provinces of Daegu and Gyeongbuk. Companies in Daegu and Gyeongbuk are purposively sampled as research subjects and classified as manufacturing and/or distribution, and other industries, with a questionnaire administered to firm representatives and employees. The proposed hypotheses are tested using structural equations modelling.Findings/results: The study finds that dynamic capability has a significant positive effect on marketing capability, managerial capability, and technical capability, respectively. The study also discovers that marketing capability positively affects organisational agility. Furthermore, the findings show that technical capability influences organisational agility, which in turn affects innovation capability positively. The study also reveals that technological uncertainty moderates the relationship between dynamic capability and technical capability.Practical implications: The outcome of this study implies that rather than reducing the scale or scope of support projects, the technical and management levels should be prepared in the institutional system so that disabled companies can acquire and strengthen more diverse capabilities and resources.Originality/value: The research emphasises the significance of an organisation’s response to the external environment being agile, as customer needs and competitors’ products and services change frequently. It also reveals that marketing capability is a vital variable that influences organisational agility, regardless of business classification.

Data-driven market effectiveness: The role of a sustained customer analytics capability in business operations

This study's objective is to investigate how a business can achieve data-driven market effectiveness through the sustained application of a customer analytics capability to its operations. Despite the abundance of literature on retail technology management, empirical evidence on the effectiveness of a customer analytics capability in promoting sustainable market performance within retail business operations remains scarce. This study presents a model of a sustained customer analytics capability in the context of competitive, data-rich retail business processes, drawing on grounded market orientation capability theory. The study employs a taxonomy of explanation and prediction from an epistemological perspective, employing predominantly positivist methods, where data analysis validates the conceptual customer analytics capability and its sustained critical outcomes. In addition, the study discusses the significant contributions of its findings regarding the acceleration of retail business operational performance in a big data environment and also provides future research directions to resolve any limitations of the current study.

Innovation capabilities, innovation strategies and export performance: the moderating impact of corporate social responsibility

PurposeThis paper aims to investigate the link between internal capabilities, innovation strategies and export performance (EP), considering the corporate social responsibility (CSR) principle as a moderator.Design/methodology/approachThe statistical population of the current study is the food and agricultural products exporting small- and medium-sized enterprises (SME) which participated in the 27th International Agrofood Exhibition (2021) in Tehran, Iran. A sample of 296 managers was selected, using systematic random sampling, to answer the questionnaire. To analyze the data, we used structural equation modeling (SEM) and Hayes PROCESS in SPSS.FindingsResults show that just manufacturing capabilities affect both exploratory and exploitative innovation, in contrast to marketing capabilities that does not have any significant impact on these two innovation strategies. Moreover, the impact of both explorative and exploratory innovation on EP is supported in the context of food and agricultural SMEs. However, CSR positively moderates the impact of exploratory innovation on EP, showing it has a negative effect on the impact of exploitative innovation on EP.Originality/valueBy addressing the research gap on the link between internal capabilities, innovation strategies, EP and CSR among SMEs, the current research provides valuable body of research that later studies in the literature can leverage or build upon.

Marketing Capabilities, Market Orientation and Food Security of Biofortified Cassava Producers in Nigeria

This paper proposed that marketing capability is a critical component of market orientation. As such, knowledge of intelligence and competitive strategy, aspects of market capability obtained through training is essential for market orientation. Cross-sectional survey was used. Data were collected with a structured questionnaire and analysed using the structural equation model (SEM). The structural model and path estimates indicate that all the constructs intervene in food security, implying that a systemic approach rather than individual strength can help achieve food security. The study's findings support the perspective that marketing capabilities have spill-over effects that improve market orientation and food security performance. Therefore, BoP producers through training can generate significant marketing capabilities that can improve the food market. It highlights the importance of producers adopting a market-oriented approach. The study recommended a multi-stakeholder engagement model toward integrating biofortification into public and private policies and programmes. This would encourage investment and continuous training of producers on how to improve communication and customer relationship management to stimulate consumption and supply.

Digital Marketing Capability of Rooftile Industry in South Jember

Digital marketing is a modern way of marketing that has several advantages compared to traditional methods. Digital marketing is a breakthrough for business actors to facilitate marketing activities. However, not all business actors have the ability to do digital marketing.
 The research uses a naturalistic approach with a qualitative research type. The research was conducted in the rooftile industrial area in Ambulu District and Wuluhan District, Jember Regency. The data were collected by means of observation, interviews, and documentation. Sources of informants were determined using a purposive technique.
 In the Ambulu District and Wuluhan District, the rooftile industry is scattered. The rooftile industry is a business that has been carried out for generations and has become the livelihood of the village community. These business actors have limitations in doing digital marketing. They only rely on social media. The most widely used social media for marketing are Whatsapp and Facebook

OPERATIONALIZATION OF MARKETING CAPABILITIES IN THE CONTEXT OF ANALYTICS TECHNOLOGY ADOPTION

<p>The advent of analytics has been considered as a revolution in how firms treat data. However, the implementation of this technology is still an issue for researchers and practitioners. Many business leaders still reluctant to adopt this technology since it is still unclear how analytics adds value on firms. There are limited studies that incorporate analytics and capabilities, particularly in marketing. Moreover, there is also lack of empirical studies that cover the adaptive side of marketing capabilities. This study aims to close the gap by constructing a sound and holistic measurement of firms’ marketing capabilities (MCs) to measure the impact of analytics-related adoption. Integrative literature review was carried out to synthesize previous MCs constructs. Then, analysis was conducted to develop a new construct of MCs measurement. The result of this study proposes a more detailed and comprehensive framework in understanding the impact of marketing analytics (MA) adoption on all dimensions of MCs, including adaptive side of MCs.</p>

An Examination of the Identification and Exploitation of International Opportunities Among Chinese Traditional SMEs

SMEs’ internationalization research focused mainly on measuring their international performance, especially in IT-based and knowledge-intensive industries while little attention was paid to investigating the opportunity-based view of firm internationalization especially in the context of traditional SMES. The main objectives of the present study were twofold. First, building on the opportunity-based view of firm internationalization, this study investigated the international opportunity identification (IOI) and international opportunity exploitation (IOE) among Chinese traditional SMEs. Second, this research examined the direct influence of SMEs managers' adaptive marketing capabilities (AMCs), global mindset (GM), and collaborative intensity (CI) on IOI and IOE with emphasis on the potential moderating influence of environmental dynamism (ED). The initial phase of this research employed exploratory interviews with eight SMEs managers. Exploratory findings showed that Chinese SMEs adopt both entrepreneurial and non-entrepreneurial internationalization behaviors in identifying and exploiting international opportunities. Later, an empirical investigation using 327 valid responses from managers/founders of traditional internationalized SMEs in China showed that AMCs, GM, and CI had a significant positive influence on both IOI and IOE. Further, ED was found to play a significant moderating impact on the relationship between AMCs and IOI, GM and IOI, and CI and IOE. This paper ends with clarifying a set of theoretical and practical implications.

Engagement In Virtual Communities As Dynamic Marketing Capability of Cultural Organisation Dimensions And Determinants

Cultural organisations operate on a highly competitive market of goods that meet the needs of the leisure society. This leads to the necessity to search for creative forms of communication and engagement to stand out and attract visitors and spectators attention to the cultural institutions offer. The article presents the concept of dynamic marketing capabilities as the theoretical background for cultural organisation virtual community creation. The paper presents dimensions and determinants of cultural organisation engagement in virtual communities.

TOURIST VILLAGE DEVELOPMENT THROUGH COMMUNITY EMPOWERMENT APPROACH

The tourist area is a tourism asset of a government that must be maintained and developed with all its attractiveness and uniqueness. Tourist visits to a place depend on the advantages possessed by the area. Tourism villages certainly have an effect on the economy of an individual, community to a region. Cibaduyut is one of the tourist destinations in the city of Bandung, which has been known since 1920 as the hometown of the shoe craftsman industry. Cibaduyut shoes are one of the many tourist products that are targeted by many tourists when visiting this shopping tourism area. Unfortunately, the fame of this shoe shopping tourism area is not supported by the current conditions of the shoe craftsmen, Chinese products dominating the market, competition with newcomers, hampered regeneration, raw leather materials that are hard to find, and limited capital are the main obstacles. experienced by shoe workshop owners and shoe craftsmen. The main problem faced is the promotion or marketing capabilities of the products. The solution that will be provided uses the 3 A concept approach (Attraction, Accessibility and Amenity). Training on digital-based promotions, and ongoing assistance so that partners can independently increase demand and manage the tourist area. The output targets are increasing demand for products, increasing visitors, improving managing of the tourist areas.

Irresponsible marketing and the need to support pro-sustainable production and consumption

ABSTRACT Globally, organisations and consumers face an array of economic, environmental, and social sustainability challenges. The UN Sustainable Development Goals (SDGs) assist by providing guidance for appreciating and responding to these challenges. Marketers also have an important role to play in promoting positive sustainable attitudes and behaviour in both consumer and corporate contexts. Increasingly sophisticated marketing capabilities, combined with enhanced understanding of consumer psychology, mean that marketers have unprecedented ability to positively influence public opinion and promote positive social and environmental behaviours. However, this capability is frequently used irresponsibly in the pursuit of profit and political goals, with disregard for sustainable outcomes. Irresponsible marketing, including sustainability washing, misleads consumers and governments about the sustainability credentials of these organisations’ products or services. This undermines SDG 12 sustainable consumption and production, as well as the other SDGs. This paper discusses the need for marketers to be more proactive in promoting sustainability and informing irresponsible marketing regulation. Critical avenues for future research are also identified.

The impact of marketing modification on the performance of food processing SMEs in Ghana

PurposeThe purpose of this study is to empirically examine the effect of marketing modification on business performance from the perspective of marketing capabilities theory.Design/methodology/approachThis study employed a survey method to collect data from 225 food processing small- and medium-sized enterprises (SMEs) on the Ghana Enterprise Agency (GEA) registered list in the Eastern Region of Ghana. The effect of marketing modification on the performance of SMEs in the food processing industry was evaluated using a structural equation modeling (SEM) – path analysis.FindingsAccording to the study’s findings, marketing modification has a positive and significant impact on the financial performance (FP), customer performance (CP), internal business process performance (IBPP) and learning and growth performance (LGP) of Ghanaian SMEs engaged in food processing. The results of this study also demonstrated the importance of marketing modification determinants, such as marketing resources (MR), cross-functional and interenterprise collaboration (CFIEC), architectural marketing capability (AMC) and marketing strategy decision implementation (MSDI), in achieving food processing SME performance in Ghana.Research limitations/implicationsThis current research has its limitation, even though its importance has been mentioned earlier. First, the study can be improved by expanding the sample size through the inclusion of other SMEs from other industries since it is industry specific (i.e. food processing SME). Second, this current study was conducted in Ghana. To compare results, the current study may be replicated in other emerging countries. Third, future research studies may consider how business environmental factors such as technological change (e.g. use of artificial intelligence and machine learning) moderate the relationship between marketing modification and SME performance.Practical implicationsThe outcomes of this research study are anticipated to give profitable implications to both academicians and practitioners. For the academic aspect, this study provides an important contribution to marketing modification and performance literature by examining the impact of innovative marketing on the performance of food processing SMEs in Ghana. For practitioners, this study indicates that food processing SME owners/managers must focus on marketing modification to develop their performance. The increase in marketing modification application through marketing capabilities such as MR and CFIEC will enable owners/managers to achieve performance targets.Social implicationsThe application of marketing modification among food processing SMEs in Ghana will contribute greatly to their profitability, survival and growth. The growth and survival of food processing SMEs (not limited to food processing SMEs) in Ghana will help in the control of unemployment, which is a major social issue in Ghana.Originality/valueThe study’s findings provide solid support for the marketing capabilities theory. This study also supports the notion that food processing SMEs should perceive marketing modification and its determinants (i.e. MR, CFIEC, AMC and MSDI) as a critical strategic capacity to enhance their performance (i.e. FP, CF, IBPP and LGP). In terms of contribution, this study adds to the body of knowledge already available on marketing modification and business performance, particularly in the setting of an emerging economy.

USG Analysis of Learning Skills in Students with Special Needs

This study aims to determine priority issues related to skills learning issues and the implications of guidance and counseling in improving online marketing skills for students with special needs. This research is descriptive research with quantitative approaches. Collecting data using interviews, observation, and documentation. Primary data sources in this study were two teachers and three students, while secondary data were documentation and pretest and posttest results. Descriptive data analysis using USG (Urgency, Seriousness, Growth). This research concludes that the analysis using USG and the analysis of determining the cause of the issue, the impact, and the parties, it can be concluded that the Core Issue, the main issue that needs to be solved immediately, namely teachers who teach skills subjects at SLBN Pasangkayu have not taught and trained students regarding marketing capabilities, including online marketing or digital marketing accompanied by the implications of the counseling services. The training program has given the expected result, which was improving the positive use of communication technology using Android-based mobile phones and the skill to market the product online. The positive impact of the Guidance and Counseling services provided can be seen in the improvement of readiness in learning, attention, and willingness to convey the learning difficulties they experience. This indicated the strengthening of students' independence.

Intelligent Marketing Management Approach in the Industrial Business Sectors

Purpose: In the midst of constantly evolving economic conditions, organisations in the industrial sector are facing intense competition. Therefore, it becomes imperative for these organisations to adopt effective marketing strategies in order to secure a competitive advantage. This research aims to study intelligent marketing management strategies in the industrial sector, and subsequently develop a structural equation model. Theoretical framework: Based on the concepts and theories, the approaches for intelligent marketing management, in the industrial sector, are categorised into four components: marketing insights, alliance centric, servitization, and marketing transformation, as illustrated. Design/methodology/approach: The mixed research methodology was employed by starting with qualitative research based on in-depth interviews with nine experts to create tools for quantitative research and conducting a group discussion with 11 experts to find a consensus on the model of this research. Findings: The analysis conducted based on the structural equation model shows that the model meets the goodness of fit criteria with the empirical data, exhibiting a chi-square probability of 0.072, a relative chi-square (normed chi-square) value of 1.128, and a goodness of fit index of 0.954, along with a root mean square error of approximation of 0.016. Research, Practical & Social implications: Intelligent Marketing Management Approach in the Industrial Business Sectorsfor senior citizens are explored in this research. A quantitative study is performed through surveys, using questionnaires which target 500 marketing executives in the industrial sector. Data analysis is performed using descriptive, inferential, and multivariate statistical methods. Originality/value: The research findings highlight the significance of intelligent marketing management strategies in the industrial sector to enhance marketing capabilities and improve overall efficiency. These approaches aim to identify the principles and factors that contribute to successful management practices, ultimately leading to the achievement of organisational goals. In today's highly competitive global economy, implementing intelligent marketing management approaches becomes crucial for businesses to ensure sustainability and secure a competitive advantage.

MARKETING ANALYTICS & ORGANIZATIONAL CULTURE FIT

Purpose – The purpose of this paper is to develop a scale for a fit construct based on Marketing Analytics and Organizational Culture.
 Design/methodology/approach – The research was carried out in two stages: a step-by-step scale development is documented with confirmatory factor analysis and correlation analysis with other important constructs from Marketing was tested.
 Findings – The present work gave a detailed scale development for a fit construct permitting the tests of its correlation with organizational performance, Marketing capabilities, and absorptive capacity. It suggests exploring the mediation role for other capabilities as the mechanism to enable Marketing Analytics and Organizational Culture fit to impact performance.
 Practical implications – The authors enabled managers to understand how Marketing Analytics works, and what managers need to develop and articulate with their work teams involved in market knowledge learning. The expertise of these teams is used to recognize the value of new market knowledge, assimilating and applying them as analytical information.
 Originality/value – The new second-order construct aims to narrow the marketing capabilities gap in the literature using the fit approach with culture.