Theoharakis, V. orcid.org/0000-0001-7310-4239, Angelis, Y. and Georgios, B. (2019) Architectural marketing capabilities of exporting ventures: the contingent effect of the distributor. International Marketing Review, 36 (6). pp. 1026-1041. ISSN 0265-1335
Abstract
Purpose The importance of architectural marketing capabilities (i.e. marketing planning and implementation) in exporting ventures has been recognised. However, extant literature has not taken into account the explicit roles and required synergy between the exporter and their foreign distributor in delivering these capabilities. Drawing from the resource-based theory, the purpose of this paper is to examine the complementarity of distributor implementation capability and market orientation with exporter planning capability.
Design/methodology/approach The study was carried out using a survey. Data were collected from 147 Greek exporters who replied to our questionnaire and the hypotheses were tested using the full information maximum likelihood estimation procedure.
Findings The results support the hypotheses about the importance of exporter planning capability on financial performance and the complementary role of distributor market orientation. Further, the authors find that the distributor’s implementation capability partially mediates the impact of the exporter’s planning capability on financial performance.
Originality/value This study contributes to a better understanding about the complementarity of exporter and distributor capabilities. It demonstrates the crucial role of the distributor in the deployment of architectural capabilities for the export venture: the distributor’s market orientation and implementation capability have the final say in achieving higher levels of export performance.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2019 Emerald Publishing Limited. This is an author-produced version of a paper subsequently published in International Marketing Review. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Market orientation; Exports; Architectural capabilities; Resource-based theory |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 02 Apr 2019 10:42 |
Last Modified: | 22 Nov 2021 14:19 |
Status: | Published |
Publisher: | Emerald |
Refereed: | Yes |
Identification Number: | 10.1108/IMR-02-2019-0081 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:144356 |