Marketing Capabilities Research Articles

Exploring the Coupling Relationship Between Dynamic Marketing Capability, Strategic Information Management, and International Startup Performance

The ever-changing environment in a highly competitive marketplace presents unlimited business opportunities and endless challenges for international startups. To explore the coupled relationship between dynamic marketing capabilities, strategic information management, and international startup performance. For the first time, this study adopts a dynamic analysis and survey methodology and establishes a scoring and analysis model under a dynamic system. A questionnaire study with real data was conducted through 500 international startups in Hebei, China, and the data were processed and analyzed with the help of analytical software. The study discusses the coupling relationship between dynamic marketing capability, strategic information management capability, and enterprise performance, and reveals the intrinsic influence law of the three from multiple dimensions. Specifically, the three dimensions of dynamic marketing capabilities, namely, market knowledge management capabilities, interface synergy capabilities, and customer relationship management capabilities, can all positively affect the performance of enterprises, only the overall effect of the three dimensions on the performance is different, in which the market knowledge management capabilities can significantly improve the performance of enterprises. The strategic information management innovation of internationalized startups has a mediating effect between dynamic marketing capabilities and corporate performance, playing an indirect positive feedback role. The above study contributes to the future marketing management and performance improvement of internationalized startups.

The impact of organizational capabilities on the international performance of knowledge-based firms

This study aims to investigate the capabilities of knowledge-based firms in Iranian chemical industries and to analyze the link between these capabilities and the firms’ international performance in terms of exports. By combining 18 different output-based indicators and also using the analytic hierarchy process (AHP), six measures for technological, manufacturing, R&D, marketing, organizing, and financial capabilities were constructed. Accordingly, the impact of mentioned capabilities on the international performance of knowledge-based firms in the period of 2015–2018 was examined using regression analysis. The results show more or less the same results when we investigate total export in dollar amount and the number of export destinations: R&D, manufacturing, marketing, and financial capabilities are the factors that boost export in the firms. However, when we control the export performance with the number of employees, the results show that marketing capability is the only factor significantly affecting total export per employee. In other words, marketing capability is the only one always identified as the important factor of firms’ exports. This finding implies no “one-size-fits-all” solution for empowering firms to boost exports. Depending on the goals (total export, export per employee, and the number of export destinations), the government should target different sets of organizational capabilities as the support package for firms. The present study can be a basis for the decision-making approach of managers and policymakers to upgrade the capabilities and improve the competitiveness of these firms in the international environment.

Market capabilities and environmental impact of all-electric aircraft

The transportation sector accounts for 28% of US-based and 14% of global greenhouse gas emissions. Transitioning from hydrocarbon-powered vehicles to electric vehicles such as all-electric aircraft (AEA) in parallel with use of reduced-emissions power sources is one possible method to curtail future sector emissions. However, AEA market capabilities and environmental impact are uncertain and insufficiently quantified in the literature. The present work evaluates AEA in the United States on national and state-by-state bases through 2050, considering four emerging battery architectures and two emissions scenarios. AEA using lithium-air cells with a projected specific energy of 915 Wh/kg could achieve 46.6% of total domestic commercial passenger share and 20.9% of total domestic commercial revenue passenger kilometers (RPK) by 2050, corresponding to a net CO2-equivalent emissions reduction of 1.02% – 19.8%. This work demonstrates clear potential for AEA, although achieving substantive aviation sector emissions reductions requires transition to reduced-emissions power generation.

Maddi Olmayan Firma Sermayesi ile Pazar Odaklı Öğrenme Arasında Pazarlama Yeteneklerinin Aracılık Rolünün İncelenmesi

The purpose of this study is to investigate the mediating role of marketing capabilities in the relationship between intangible firm capital and market-focused learning. The study was conducted by structured survey method. The research scale was adapted from the scales commonly used in the literature. According to the research results, it has been determined that intangible firm capital affects market-focusing learning and marketing skills. In addition to this, it has also determined that marketing skills affects market-focusing learning and it has partially mediated the relationship between intangible firm capital and market-focused learning. Especially, in the dimensional analysis, it is seen that human capital has a partial mediation effect in this relation. In this context, it can be stated that in the context of the literature contribution, the intangible firm capital will contribute to the improvement of marketing capabilities and market-focused learning. Based on this result, human capital can be considered as an important element for marketing capabilities and market-focused learning.

Improvement Measures for Marketing Strategies of New Energy Vehicles under the Concept of Green Consumption

With the concept of green environmental protection deeply rooted in people's hearts, green consumption is gradually recognized by more and more people. Under the trend of green consumption, China's automotive industry has made preliminary progress. This paper analyzes the current situation of the new energy vehicle industry and the marketing issues of new energy vehicles based on green consumption through the basic concept of green consumption. It proposes specific strategies for new energy vehicle marketing under green consumption, such as shaping green brands, reducing consumption costs, disseminating green lifestyles, and creating diversified marketing modes. The aim is to continuously improve China's new energy vehicle marketing capabilities.

Do internet marketing capabilities interact with the effect of procedural capabilities for public procurement participation on SMEs’ sales performance?

PurposeThis study aims to examine the influence of procedural capabilities for public procurement participation on small and medium enterprises’ (SMEs) sales performance in Tanzania. Also, the study establishes the interaction effect of internet marketing capabilities on the relationship between procedural capabilities and sales performance.Design/methodology/approachThe authors conducted confirmatory factor analysis and PROCESS macro for simple interaction analysis to analyse cross-sectional data that were obtained through questionnaire from surveyed SMEs’ managers. The included SMEs are those that are involved in supplying goods, services and works to public entities in Dodoma, Tanzania.FindingsThe findings reveal that procedural capabilities for participation in public procurement enhance SMEs to improve sales performance. Also, there is a significant and positive relationship between internet marketing capabilities and sales performance. Lastly, internet marketing capabilities strengthen the relationship between procedural capabilities and sales performance.Social implicationsThis study is a wake-up call to SMEs to better comprehend public procurement procedures and e-business practices to use the available public procurement opportunities. It is argued that SMEs should invest in technology to market their businesses through social media and online platforms. According to the study, SMEs may benefit from improving their sales performance by fully utilising their internet marketing capabilities and participating in public procurement opportunities.Originality/valueThis study adds to the two main streams of literature that emphasise harnessing public procurement opportunities for SMEs (through public procurement participation) and leveraging internet marketing capabilities for SMEs to improve their sales performance.

Marketing Capabilities and Competitive Performance in the SMEs Context: A Bi-Theoretical Perspective

Underpinned by the Resource-Based View (RBV) and Competence-Based View (CBV) of the firm, this study investigates how marketing capabilities relate to SME competitive performance in an emerging economy, Ghana. The study adopted a quantitative study design through a survey questionnaire and utilized Structural Equation Model-Partial Least Square (SEM-PLS) variance-based approach to test the formulated hypotheses of 506 samples. Results reveal that: (1) Marketing communication capability, channel management capability, and product development capability significantly and positively influence marketing performance, customer performance, and adaptability performance of SMEs, but not financial performance; (2) Marketing implementation capability positively and significantly influences the financial performance, marketing performance, and customer performance, but not adaptability performance of SMEs; (3) Selling capability and marketing planning capability have a significant, positive effect on all the competitive performance—financial performance , marketing performance, customer performance, and adaptability performance of SMEs. The implication is that, with their limited resources and budget constraint, SMEs can be selective in developing their marketing capabilities based on particular performance goals they set to achieve in a given time. The value of the study lies in its all-encompassing comprehensive assessment of the marketing capabilities—SME competitive performance relationships, using a holistic, multidimensional approach to performance measurement in an emerging market context. The study provides SMEs and practitioners with valuable insights vis-à-vis the marketing capabilities they can selectively and strategically use to enhance their competitiveness.

Effects of Relationship Marketing on Organizational Performance in The Nigerian Telecommunication Industry. A Case of Airtel Telecommunication Company in Nigeria

In the current business world, organizational performance depends on identifying, attracting, acquiring and maintaining customers in the highly intensive competitive environment. This study identifies how organizational performance can be enhanced through customer relationship marketing capabilities. Population of this research was Airtel Telecommunication Company in the South-western part of Nigeria. Population of this research consists mainly of customers of Airtel Telecommunication Company in the South-western part of Nigeria. The data collection was done through the distribution of online and offline questionnaires on organizational performance and competition intensity. Logistic regression analysis test was used for further analysis. Findings revealed that good relationship with their customers, help the organizations to enhance their profitability and get the competitive advantage in the market place. This paper will enable organizations (especially organizations in the telecommunications sector) to understand and use their customers relation marketing capabilities in a good way.

Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity

PurposeThe main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.Design/methodology/approachDrawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.FindingsThe findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.Originality/valueThe findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.

Sustainable international business model innovations for a globalizing circular economy: a review and synthesis, integrative framework, and opportunities for future research

AbstractThe global imperative has increased in recent years for international firms to respond to major threats such as unintended environmental, social, and economic problems arising from ecological destruction, population growth, and economic activity. To respond to this confluence that has created an emerging existential crisis, we identify that a globalizing circular economy (CE) is required and subsequently define a new construct: sustainable international business model innovations. In doing so, we introduce circular inputs, sharing platforms, product as a service, product use extension, and resource recovery as business models that contain the potential to reply to these grand challenges. Based on CE principles, the innovations and designs introduced are contrasted with the traditional linear economic model and are presented as actionable standardization/adaptation alternatives for companies responding to differing informal and formal international institutions. Based on the theoretical underpinnings of the resource-based, dynamic capabilities, and international business model innovation perspectives, we introduce an integrative framework that is accompanied by a series of detailed research questions to provide future research opportunities for the domain. This conceptual approach holds that international resource design influences marketing capabilities adaptation which, in turn, impacts international performance and offers a foundation from which to build the literature.

PENGARUH SUPPLY CHAIN MANAGEMENT, TOTAL QUALITY MANAGEMENT, MARKETING CAPABILITY TERHADAP COMPETITIVE ADVANTAGE KECAP MAJALENGKA

Intense competition requires companies to continue to maintain their maximum level of production. that is, it basically develops from the value that the organization is able to create to its buyers. This study aims to determine the effect of supply chain management, total quality management, and marketing capability on competitive advantage in the Majalengka Triangle soy sauce company as one of the companies that produce soy sauce since 1958. This study was conducted with a quantitative approach and associative research design with a sample of 51 respondents. The instrument used by researchers is a questionnaire. Quality testing on research instruments is a test of validity and reliability. Data analysis uses descriptive analysis, while for hypothesis testing using multiple linear regression analysis with the help of Statistical Package for Social Sciences (SPSS) 25. The results of this study explain that there is a positive and significant relationship between supply chain management, total quality management, marketing capability to competitive advantage with a correlation coefficient value below 0.05. This analysis is conducted on one company and does not take into account other variables or moderator variables that affect supply chain management.

Internationalization of SMEs in a Developing Economy: Empirical Evidence from SMEs in the Western Province, Sri Lanka

Small and medium enterprises (SMEs) are critical to Sri Lanka’s economy, but their potential for internationalization remains underexplored. This study aims to identify the various antecedents of internationalization and the impact of identified antecedents on the internationalization of Sri Lankan SMEs. This study was conducted following a quantitative approach. Data were collected from 250 SMEs currently engaged in international business activities and located in the Western Province of Sri Lanka. Correlation analysis and multiple regression analysis were performed to test the hypothesis after ensuring the reliability and validity of the measurement items. The results of this study found that marketing and networking capabilities, among others, significantly influence the internationalization of SMEs. In addition, the study discovered that human capital, managerial capabilities, innovation capabilities, marketing capabilities, networking capabilities, financial capabilities and technological capabilities jointly influence the internationalization of Sri Lankan SMEs. The results of this study provide better insights for managers and owners to capitalize more on marketing capabilities and networking capabilities to achieve synergies by collaborating with local and international partners. In addition, study results benefit policymakers in formulating better policies to support SMEs in finding new markets and making information available about foreign markets to better develop their marketing and networking strategies.

When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors

Firms often use crowdsourcing contests to develop marketing ideas and solutions. Despite the prevalence—and unique aspects—of marketing ideation crowdsourcing contests (MICCs), there has been little examination of these contests’ shareholder wealth implications. Adopting a signaling perspective, the authors conduct an event study of 508 MICC announcements and find that they are associated with higher returns, but also higher idiosyncratic risk, indicating that investors hold a mixed view of such contests. Further, the authors consider how contest design factors and firm marketing resources may signal the cultivation of intellectual and relational market-based assets to shape their stock market impact, providing firms guidance to better design their MICCs. Specifically, they find that returns are enhanced when firms use professional (vs. general public) contests, specifically scoped contests, and contests using crowd judging (vs. expert panels), and for firms with stronger marketing capabilities. However, brand factors have mixed effects on returns, with a brand's relevant stature having a positive effect and its energized differentiation having a negative effect on returns. Product MICCs and generally scoped contests heighten the negative effects on risk, whereas marketing resources have no impact. Results offer implications for practitioners, including the finding that many MICC design choices commonly used in practice (i.e., general public contests and expert panels) are viewed less favorably by investors.

Innovation and Marketing Capabilities of Small and Medium-sized Enterprises (SMEs) in Thailand

The primary objective of this study is to investigate the impact of innovation and marketing capabilities on the performance of Small and Medium-sized Enterprises (SMEs) in Thailand. The target population for this research comprises operators of SMEs within Thailand. a sample size of 130 participants was deemed suitable for this study. To address the research goals and derive meaningful insights, the researcher employed statistical methods, with a particular emphasis on Multiple Regression Analysis. The study's findings reveal that both innovation and marketing capabilities positively impact the performance of businesses. At a significance level of 0.05, delving into the various facets of innovation capability, it was observed that capabilities in process innovation and strategic innovation play a role in enhancing business performance. However, behavioral innovation capability does not significantly influence business outcomes. On the marketing front, capabilities in distribution channels, communication, and product development positively influence business performance. In contrast, pricing capability in marketing does not have a significant impact. SMEs in Thailand can leverage these insights for effective business management, ensuring sustained competitive advantage and optimal operational outcomes.

Value-Based Selling Capability: Antecedents and Implications for B2B Sales Performance

ABSTRACT Purpose This study aims to explore the conception and antecedents of organizational value-based selling (VBS) capability in the business-to-business (B2B) market. Additionally, the present study also explores the contingency conditions between VBS capability and sales performance. Design/methodology/approach This study tested the model hypotheses by applying partial least squares regression to a sample of 186 sales directors or managers of service or product providers in China. Findings Four service-oriented resources in the organization – service-oriented human resource management practices (human), inter-departmental service collaboration (relational), service technology (informational), and end-to-end service processes and standards (organizational) – have a positive impact on VBS capability. In turn, VBS capability positively impacts sales performance, while customer needs complexity and competitive intensity positively moderate the relationship between the preceding two factors. Research limitations/implications This study tested the model hypotheses using cross-sectional subjective data for a single country. Practical implications The results suggest that providers should develop the VBS capability (embodied in understanding customer business, crafting the value proposition, communicating customer value, and verifying value-in-use) to secure a competitive advantage in the marketplace, in conjunction with building and leveraging their service-oriented resources to help VBS capability improve a comparative advantage. In particular, VBS capability tends to be more effective when customer needs are more complex, or the intensity of competition amongst enterprises is high. Originality/value This study conceptualizes and operationalizes the organizational value-based selling capability. Based on the resource-advantage theory, we identified and examined the critical role of four operant resources in forming VBS capability and the moderating effects of two factors related to customer and competitor between VBS capability and sales performance. This study advances and contributes to the existing research on selling capability, value-based selling, and B2B sales management.

Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions

The impact and changes due to sudden internal or external occurrence are difficult scenarios faced by many business organizations. The COVID-19 pandemic has wreaked havoc on the nation’s economic, social, and technological progressions. The effects of the sudden, extreme changes and uncertainty toward the environment require business organizations to further adapt and change to improve their survivability. Dynamic leadership requires leaders to make sudden changes improving adaptability or marketing capabilities to stay resilient and relevant to the mass market. Thus, the goal of the present study was to investigate the influence of dynamic leadership and marketing planning on organizational resilience in the context of Malaysian Private Higher Learning Institutions (PHLI). In this paper, the study performed PLS-SEM on the data collected using purposive sampling of 224 respondents, consisting of managers from colleges and universities in urban areas of Malaysia. The SEM was used to test on the levels of relation and whether there was any mediation between the tested variables. The study revealed that the dynamic leadership and marketing planning of Private Higher Learning Institutions’ (PHLI) managers can improve organizational resilience. It highlighted the impact of leadership values has on improving overall market plans and affecting their resilience. Marketing planning should not be neglected as it is one of the crucial factors in achieving resiliency. The study’s results are timely as they provide information for users to improve their overall survivability. The value of marketing planning should not be lightly treated as it has a serious impact toward organizational resilience. It is an important element for organizations in the current state of where survivability is essential in an unpredictable environment.

Analysis of the Effect of Market and Proactive Orientation with Market Capabilities on Export Performance in East Java Export-Oriented MSMEs

Research aims: This study examines the causal relationships affecting export performance, including market orientation, proactive orientation, and market capability. Design/Methodology/Approach: This study used a quantitative approach, which was carried out by distributing questionnaires to 140 MSMEs in East Java that had already exported. This study was tested utilizing SmartPLS 4 with partial least squares-structural equation model (PLS-SEM) analysis.Research findings: The results exhibited that market orientation significantly affected export performance and market capability. Proactive orientation substantially affected export performance and market capabilities. Besides, market capability directly and significantly influenced the relationship between market orientation, proactive orientation, and export performance.Theoretical Contribution/Originality: Adding market capability as a mediating variable to test the influence of market orientation and proactive orientation on export performance in export MSMEs in Surabaya.Practitioners/Policy Implications: In improving the export performance of MSMEs, oversight institutions or policymakers are expected to provide regular education, training, and guidance on how to observe and take advantage of changes in the export market, obtain information about customers and the export market situation and study and identify opportunities that exist in the export market.Research Limitations/Implications: In this study, the research locations were limited to the Surabaya area, so further researchers can expand the research locations. Data collection can also be done by interviewing, so that respondents are more open to answering questions. In addition, there were only three variables affecting export performance in this study: market orientation, proactive orientation, and market capability. Because the R-Square value of market capability was still at 0.392, or 40%, other independent variables can influence as much as 60%, such as customer orientation, international orientation, demographic orientation, strategic orientation, and others. Besides, the R-Square value of export performance was 0.538, or 54%, so other mediating variables may affect as much as 467%, such as innovation, production, and productive and dynamic capabilities.

The Role of Marketing and Digital Marketing Capabilities: Entrepreneurial Orientation on the Marketing Performance of Public Enterprises

Public enterprises and small and medium enterprises (SMEs) have similar goals in the eyes of the state. SMEs that get government or public bodies funding can make it a public enterprise. These enterprises in Indonesia face challenges due to limited resources, low market reach, and low marketing expertise. They must leverage their marketing capabilities effectively and adopt strategic approaches such as entrepreneurial orientation and digital marketing. This study explores digital marketing mediation and marketing capabilities in the relationship between entrepreneurial orientation and marketing performance in public enterprises. Survey techniques were used for this study, and data were obtained from 176 respondents who are entrepreneurs who use social media in their marketing activities. Data are processed and analysed using smartPLS. The results of this study show that entrepreneurial orientation significantly affects marketing capabilities, digital marketing and marketing performance in MSEs. Digital marketing and market capabilities have a direct positive influence on marketing performance. In addition, digital marketing and market capabilities mediate the relationship between entrepreneurial orientation and marketing performance. Marketing capabilities mediate the relationship between digital marketing and marketing performance.

The Effect of Marketing Capability and Financial Capability on Improving Coffee Commodity Performance and Implications for Value Added in Kerinci Regency

This research study investigates the effect of marketing capability and financial capability on improving coffee commodity performance and its implications for value added in Kerinci Regency. A quantitative research approach was used, and data were collected from 110 coffee industries through a structured survey. Data were analyzed using Smart-PLS 4 software, using confirmatory factor analysis and path analysis. The results showed significant positive relationships between marketing capability and coffee commodity performance, financial capability and coffee commodity performance, marketing capability and value-added, and financial capability and value-added. The findings highlight the importance of marketing capabilities and financial capabilities in improving coffee commodity performance and generating added value. This study provides practical implications for coffee industry stakeholders and suggests strategies to strengthen marketing and financial capabilities to improve performance and value creation in the coffee industry. However, it is important to consider the limitations of this study, such as the specific geographical context and reliance on self-reported data. Future research could replicate this study across different regions and use a mixed-methods approach to gain a more comprehensive understanding

B2B 기업의 디지털 마케팅 도입이 글로벌 디지털 마케팅 역량과 성과에 미치는 영향 연구

Digital technology among corporate environments is rapidly changing. In the recent development of digital technology, global B2B companies are also trying to secure the level of digital marketing capabilities introduced by B2C companies. In this context, this study investigates the relationship between the introduction of digital marketing of global B2B companies on digital marketing capabilities and brand performance. Additionally. In global B2B companies, we want to find out whether there are differences in global brand performance depending on the level of brand positioning strategies. In order to achieve the purpose of this study, a survey was conducted for global B2B marketers. The data obtained through the survey were tested in advance for reliability and validity. And we tested the hypothesis. The main results of hypothesis testing are as follows. First, the higher the level of digital marketing introduction, the more positively affected the level of global digital marketing capabilities. And among digital marketing capabilities, digital media convergence capabilities and export support platform construction capabilities positively affected global brand performance. The moderating effect according to the level of brand positioning strategy was partially verified. In other words, some marketing competency levels had a more positive impact on global brand performance in groups with high levels of brand positioning strategies. This is a research result that suggests the importance of brand positioning strategies and management in global B2B companies.