Marketing Capabilities Research Articles

The Virtuous Cycle: Social Media Influencers’ Potential for Kindness Contagion

Social media influencers have received significant recognition for their marketing capabilities but are also identified as contributing to several negative societal consequences. This commentary explores social media influencers’ emergent role and associated practices in the spread of kindness to benefit the larger society. Informed by parasocial and construal level theories, we introduce the concept of kindness contagion and conceptualize social media influencers’ kindness contagion cycle. The framework includes six authentic kindness practice forms in which influencers are most likely to reinforce their kindness-embedded relationship (e.g., posts of encouragement to be kind and kindness meditations). By integrating parasocial and construal level theories we go beyond the commonly discussed marketization capabilities for this actor to help generate insights into how a social media influencer can build an intimate, trusting relationship with their followers, to spread kindness among consumers. Practical and theoretical implications are also discussed in addition to future research directions.

Exploring the impact of dynamic talent management capability on competitive performance: The mediating roles of dynamic marketing capability of startups

Exploring the impact of dynamic talent management capability on competitive performance: The mediating roles of dynamic marketing capability of startups

Small steps for the big hit: A dynamic capabilities perspective on business networks and non-disruptive digital technologies in SMEs

This study explores how small and medium-sized enterprises (SMEs) build on business networks to develop dynamic capabilities that ultimately foster the adoption of non-disruptive digital technologies (DT). Multiple mediation analysis is used to test this relationship, drawing on cross-industry secondary data from 1470 British SMEs. The results reveal that SMEs rely on business networks to support non-disruptive DT adoption. This relationship is mediated by the parallel effects of three dynamic capabilities (HR, strategic planning, and marketing capabilities). However, the results do not hold for each domain-specific dynamic capability. The mediating effect is particularly driven by marketing capabilities, while HR capabilities negatively affect DT adoption. These findings highlight the underlying mechanisms by which SMEs can enhance their adoption of non-disruptive DT in their daily operations and processes, which have the potential to strengthen their value proposition.

The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size

Digital marketing innovation plays an important role in a company’s performance. Since this concept is quite new, there are not many empirical studies on the impact of marketing innovations. The purpose of this study is to examine the impact of digital marketing innovation on firm performance, consider the mediation effect of marketing capability on the impact of digital marketing capability on firm performance and explore the potential moderating effect of firm size on the mediation effect. Using KOSPI and KOSDAQ data and a linear moderated mediation estimation, we found that digital marketing innovation on firm performance through marketing capability has significant direct and indirect effects, with indirect effects greater than direct effects. Theoretical and practical implications are also discussed in this article.

Strategic planning of human resources as an entrance to enhance marketing capabilities: A case study of King Abdullah II Center for Design and Development (KADDB)

The study aims to identify the impact of strategic planning of human resources in enhancing marketing capabilities at the King Abdullah II Center for Design and Development (KADDB). The descriptive and analytical methods were used to understand the effect of human resource planning in enhancing marketing capabilities. The research population includes all departments in the respective center. As for the sample, it consisted of 65 marketing and sales managers and workers in the marketing departments. A self-administered questionnaire was used to collect the research data. The results showed a significant effect of strategic planning for human resources in enhancing marketing capabilities at KADDB (R2 = 0.619, sig < 0.05). It was also found that strategic planning for human resources contributes to increasing the leader ability to do their work diligently and proficiently and improving the ability to organize work, distribute duties to subordinates, and coordinate efforts. Therefore, this study recommends giving strategic planning to human resources the importance it deserves for its active role in enhancing marketing capabilities at KADDB.

Examining the relationship between big data analytics capabilities and organizational ambidexterity in the Malaysian banking sector.

Drawing on previous literature on dynamic capability view (DCV), we examine the effects of data analytics capabilities (BDAC) on organizational ambidexterity and the paradoxical tensions between exploration and exploitation in the Malaysian banking sector. Although banks are often considered as mature commercial organizations, they are not free of issues concerning technological advancement and organizational changes for long-term competitiveness. Through statistical analysis by using data from 162 bank managers in Malaysia, it is confirmed that BDAC positively influences the two contradictory aspects of organizational ambidexterity (i.e., explorative dynamic capabilities and exploitative dynamic capabilities), and explorative dynamic capabilities also mediate the positive relationship between BDAC and exploitative marketing capabilities. The findings provide meaningful insights to researchers and bank managers on how to obtain sustainable competitive advances in the current digital era.

Embedding the marketing angle into the pursuit of entrepreneurial propensity: roles of perceived feasibility and desirability and stakeholders' support

PurposeThis study endeavors to decode the propensity for entrepreneurial action by addressing the perceptions of feasibility and desirability stemming from entrepreneurs' and non-entrepreneurs’ appraisal of holding marketing capabilities; complemented by the direct and indirect effects of market stakeholders' support, assessed as bridging or buffering the entrepreneurial action.Design/methodology/approachThree groups were formed from a random sample of 1,957 Canadian (from Quebec) respondents to an online questionnaire: non-entrepreneurs with low entrepreneurial intentions, non-entrepreneurs with high entrepreneurial intentions and entrepreneurs with high entrepreneurial intentions.FindingsThe analyses revealed salient effects of perceptions of feasibility and desirability, coupled with appraisals of possessing marketing capabilities, on entrepreneurial propensity; and their strengthened relations when obtaining stakeholders' support. Overall, the results suggest that perceived market feasibility and market desirability are prominent factors in differentiating between entrepreneurial and non-entrepreneurial action, and the type and function of stakeholders' support are prominent in differentiating between intentions.Practical implicationsPractical implications include facilitating the transmission of marketing knowledge to novice entrepreneurs through higher education and the ecosystem.Originality/valueThe authors show that perceptions of feasibility and desirability are particularly dependent on the entrepreneur's perceived marketing capabilities and perceptions of entrepreneurial ecosystem supportiveness. This study thus captures a fuller range of the intentions–action relationship by gauging the unidimensional approach to entrepreneurial action through intertwining attributes at the individual and market levels. It takes a new look at feasibility and desirability through marketing capabilities; and offers a more robust classification of stakeholders' support—institution/people, bridging/buffering. Practical implications include facilitating the transmission of marketing knowledge to novice entrepreneurs through higher education and the ecosystem.

International servitization: theoretical roots, research gaps and implications

PurposeWhile the servitization concept has gained increasing attention in the domestic marketing literature, there is more limited knowledge with respect to its implications within the international context. The purpose of this paper is to examine the servitization concept in the international context considering its boundary conditions and its effects on firm performance. Relying on the resource-based view and the boundary conditions function, the authors aim to identify a set of research gaps focusing on how strategic resource decisions (i.e. slack resources and digital marketing capabilities) help industrial firms to provide different types of service offerings (i.e. services in support of product (SSPs) and services in support of client's actions (SSCs)) that leverage their performance in international markets.Design/methodology/approachThe authors illustrate international servitization strategies and the boundaries of servitization activities that firms employ through a series of case vignettes. The authors derive a conceptual framework, serving as a guideline for future research endeavors.FindingsThe authors indicate the importance of servitization strategies in international markets and identify eight research gaps, which help to build an agenda for future research. Key differences between international servitization strategies and strategic resource decisions are addressed through illustrative case vignettes from different industries.Practical implicationsThe insights from this work inform marketing executives about how international servitization strategies are influential in the context of overseas markets by characterizing the servitization concept and elaborating upon the specific resources and capabilities that underpin its execution in foreign markets.Originality/valueThis conceptual paper provides a comprehensive understanding of international servitization strategies in overseas markets and identifies several research paths that contribute to the complex nature of servitization in the international context and help scholars spot gaps and research questions worthy of investigation.

International servitization of SMEs in emerging markets: antecedents and boundary conditions

PurposeProduct-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their products. Despite scholarly efforts on servitization in domestic markets, the determinants of international product-service innovation remain unclear. Therefore, this study draws insights from dynamic capability (DC) view and aims to examine the international human capital and international product-service innovation relationship. Specifically, the authors argue that the effect of international human capital on international product-service innovation is mediated by international inter-organizational marketing capability (IIMC) and moderated by international market complexity.Design/methodology/approachThe authors test the conceptual model using structural equation modeling on a sample of 211 SMEs operating in United Arab Emirates (UAE) – an emerging market economy.FindingsThe results show that IIMC mediates the relationship between international human capital and international product-service innovation. The authors further found that the indirect relationship between international human capital and international product-service innovation is strengthened when international market complexity increases in magnitude.Originality/valueThis study advances the knowledge on international servitization by examining international human capital and IIMC as the determinants and international market complexity as a moderator. Data collection in the UAE contributes to empirical research on international servitization from emerging markets.

Dynamic marketing capability and strategic human resource management: predictors of performance in Santa Catarina's hotel industry

This investigation aims to analyze the relationship between Dynamic Marketing Capabilities and Strategic Human Resource Management as predictors of Performance in Santa Catarina Executive Hotels. To achieve this objective, already validated scales were used. To analyze the Dynamic Marketing Capability, the scale developed by Desarbo et al. (2005) was used. For Strategic Human Resource Management, the scale developed by Barreto (2011) was chosen, and for the dependent variable, the scale developed by Carvalho (2012). The data collection was carried out through the survey technique, along with 259 managers of the Executive Hospitality of Santa Catarina. For data analysis, the softwares EXCEL, SPSS-IBM, and AMOS-IBM were used to gather data. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) tests, and structural equation modeling (SEM) were used to achieve the research objective. The obtained results confirm the positive and significant relationship between Dynamic Marketing Capability and Strategic Human Resource Management as predictors of superior performance in Santa Catarina's executive hospitality.

The negative effects of the US-China trade war on innovation: Evidence from the Chinese ICT industry

Many countries, including China, have gradually realized the importance of leading innovation capabilities in the world market. The innovation capabilities of the information and communication technology (ICT) industry have received widespread attention as an important means to stimulate a productivity revolution in the new era and its innovative development. This paper adopts a differences-in-differences method and treats the US-China trade war as a quasi-natural experiment to empirically analyze its impact on technological innovation in the Chinese ICT industry. The results find that the US-China trade war has a significant negative impact on ICT firms' technological innovation, mainly by increasing their operating costs, and that the negative impact of the trade war is much greater than the positive impact from the reverse incentive effect. Moreover, the decline in technological innovation of ICT firms is mainly due to the reduction in innovation efficiency caused by the decrease in the number of patent applications for inventions with the highest technological content, rather than the change in R&D investment. In the US-China trade war, firms with low financing constraints and non-state enterprises are more significantly affected. Thus, it can be seen that the intention of the US-China trade war to inhibit the development of Chinese high-technology firms has been achieved to a certain extent, which requires new countermeasures from the Chinese government.

Scaling strategies, organizational capabilities and scaling social impact: An investigation of social enterprises in China

AbstractMost social enterprises (SEs) face constant challenges to scale up their social impact, especially for those in transforming societies such as China, where the ecosystem of SEs is still immature. Previous literature has examined how and why SEs select specific scaling strategies; however, the scaling performance of different scaling strategies has rarely been empirically explored. Therefore, this study takes a hypothesis‐testing quantitative approach, for the first time, to investigate how different scaling strategies contribute divergently to scaling performance and how their contributions are subject to the moderating role of SEs’ organizational capabilities. The findings show that the three types of scaling strategies positively contribute to scaling performance, and the magnitude and significance of their influences descend from knowledge dissemination, through organizational growth, to contractual partnerships. Meanwhile, when SEs have a higher level of stakeholder engagement capabilities or strategic management capabilities, knowledge dissemination has a stronger effect on scaling performance. Conversely, when SEs have a lower level of marketing capabilities or strategic management capabilities, organizational growth has a stronger effect on scaling performance. These results offer practical implications, suggesting that SEs selecting knowledge dissemination as a scaling strategy should prioritize advancing their stakeholder engagement capabilities and strategic management capabilities.

Amul’s Dynamic Marketing Capabilities: Milking COVID-19 Lockdown Opportunities

Amul’s Dynamic Marketing Capabilities: Milking COVID-19 Lockdown Opportunities

Marketing Agility in Subsidiaries: Market Orientation and Marketing Program Standardization as the “Twin Engines” of Performance

Multinational corporations (MNCs) must balance opportunity-seeking initiatives locally with global programs and imperatives. This balancing act between generating and responding to local insights and exploiting standardized marketing programs calls for some form of marketing agility. Under this lens, this study investigates the relationship between market orientation (MO) and marketing program standardization (MPS)—two critical marketing capabilities—and their dual effects on subsidiary performance. The authors compare the cases of Western MNCs’ subsidiaries operating in Japan and Turkey and inquire about the moderating role of a country's economic development (advanced vs. emerging market) and an industry's global competitive interdependence. Analyzing MO at the subcomponent level, they find a positive relationship between responsiveness and MPS in both markets. MPS also functions as a partial mediator between responsiveness and profitability in an advanced market. In an advanced market, both responsiveness and MPS are positively related to profitability and market share. In an emerging market, MPS is negatively related to profitability in support of adapting the marketing program. The results and follow-up discussions with executives from established MNCs support the conceptualization of MO and MPS as reflections of international marketing agility in subsidiaries.

A theory of predictive sales analytics adoption

Given the pervasive ubiquity of data, sales practice is moving rapidly into an era of predictive analytics, using quantitative methods, including machine learning algorithms, to reveal unknown information, such as customers’ personality, value, or churn probabilities. However, many sales organizations face difficulties when implementing predictive analytics applications. This article elucidates these difficulties by developing the PSAA model—a conceptual framework that explains how predictive sales analytics (PSA) applications support sales employees’ job performance. In particular, the PSAA model conceptualizes the key contingencies governing how the availability of PSA applications translates into adoption of these applications and, ultimately, job performance. These contingencies determine the extent to which sales employees adopt these applications to revise their decision-making and the extent to which these updates improve the decision outcome. To build the PSAA model, we integrate literature on predictive analytics and machine learning, technology adoption, and marketing capabilities. In doing so, this research provides a theoretical frame for future studies on salesperson adoption and effective utilization of PSA.

PROSES PEMBERDAYAAN EKONOMI KELUARGA MELALUI PROGRAM UMKM KERIPIK CIRENG RASAKU DI DESA CIBATU KECAMATAN CISAAT KABUPATEN SUKABUMI

The Covid-19 pandemic has caused many people to lose their jobs, this has an impact on increasing the number of unemployment and poverty in Indonesia, and can make the national economy experienced a crisis. The Family Welfare Empowerment Group should contribute to building the national economy by optimizing the family economy through Micro, Small, and Medium Enterprises (MSMEs) in the community.The method used in this research is qualitative research with a descriptive research type. Data collection techniques were carried out using interviews, observations, and documentation studies. The resource persons in this study were 8 members of the Cireng Rasaku Chips MSMEs. The results of this study are the process of empowering the family economy at the Cireng Rasaku Chips MSMEs. including the awareness process, the knowledge transfer process, and the enrichment process. Then, in this study, only three of the four indicators of empowerment were achieved, namely freedom of mobility, the ability to buy small commodities as well as economic security, and contribution to the family. The driving factor in this empowerment is the existence of a partnership program and adequate quality of human resources. The inhibiting factors include limited capital, limited marketing capabilities, limited access to business information, and selfish between members.

Product personalization focus in the pharmaceutical industry and shareholder wealth: The roles of marketing capability and financial leverage

Personalized medicine is an integral part of a pharmaceutical firm’s product offerings. However, the implications of product personalization on shareholder wealth, with both positive and negative forces at play, remain unclear. This research evaluates how personalization focus by pharmaceutical firms affects their stock returns and idiosyncratic stock risk. It further examines the roles of marketing capability and financial leverage in these relationships. Results, based on a unique secondary data set, reveal that personalization focus has a nonlinear effect on shareholder wealth. Personalization focus is seen to increase (decrease) stock returns (idiosyncratic risk) but only up to a point, beyond which it decreases (increases) returns (risk). Marketing capability and financial leverage are observed to play complex roles in these relationships between personalization on stock returns and idiosyncratic risk but only when personalization focus is low or high. This study draws on these findings to illustrate research and managerial implications.

BRAND IMAGE, PRICE, AND FACILITIES AFFECT CONSUMER DECISIONS USING TOURISM BUS SERVICES (SURVEY ON CONSUMERS PT. KUSUMA TRANS IN KLATEN REGENCY)

PT Kusuma Trans is a company engaged in consumer tourism transportation services. To maintain customer satisfaction at Pt Kusuma Trans always strives to meet the needs of consumers, one of which is to increase introduction to the public about the products of services provided to get a good image, pricing following market capabilities and provide comfortable facilities for bus users. This study aims to determine the influence of brand image, price, and facilities on consumer decisions to use the services of the Tourism bus P.T. Kusuma Trans in Klaten regency, Central Java. This research method uses survey research—data collection using questionnaires with the Likert scale and data analysis using multiple linear regression. The results of this study showed that the value of the constant (a): 3.552 marked positive, variable coefficient brand image 0.273, variable coefficient price 0.229, variable coefficient facilities 0.215. This study concludes that Brand image, price, and facilities significantly affect consumer decisions to use the services of the Tourism bus P.T. Kusuma Trans in Klaten.

Impact of Social Media Marketing Capabilities on Customer Relationship Performance

Impact of Social Media Marketing Capabilities on Customer Relationship Performance

The effect of network capabilities, trust and pricing and selling capabilities on the impact of social enterprise

PurposeThe purpose of this paper is to analyze the effect of structural and relational network capabilities on trust, and its effect on pricing and selling capabilities, as well as their influence on the enterprise social impact.Design/methodology/approachAn explanatory and cross-sectional design was conducted, and 100 managers of Mexican social enterprises were surveyed.FindingsNetwork structural capability did not affect trust, nevertheless network relational capability did. Likewise, trust influenced pricing and selling capabilities, and these affected the enterprise social impact.Research limitations/implicationsAlthough a sufficient number of entrepreneurs participated by responding to the survey, the results cannot be generalized to all social enterprises in Mexico.Practical implicationsSocial enterprises should capitalize on the development of network relational capability and network structural capability because it facilitates access to scarce resources and positioning of the enterprise to act more actively as an agent of change in its network.Social implicationsThis research identifies the relevance for social enterprises to develop and capitalize on networking and marketing capabilities in their management routines and activities, as this can significantly enhance their social impact.Originality/valueThe main research contributions revealed the importance of dynamic capabilities and their effects on the impact of social enterprises.