Pham, T.S.H, Monkhouse, L.L. and Barnes, B. (2017) Influence of Relational Capability and Marketing Capabilities on the Export Performance of Emerging Market Firms. International Marketing Review, 34 (5). pp. 606-628. ISSN 0265-1335
Abstract
Purpose - Drawing on the resource based view this study focuses on the influence of relational capability and marketing capabilities on export performance. The study also examines the interaction effects of relational capability on the marketing capabilities - export performance relationships. Design/ methodology/ approach - A stratified random sample of 1,047 exporting firms were approached. Survey data was collected from 333 Vietnamese exporting firms and analysed using hierarchical moderated regression. Findings - The results reveal that a firm’s relational capability not only strengthens the efficiency of the export pricing capability – performance, marketing intelligence capability – performance, and marketing communication capability - performance relationships, but is also the strongest predictor of export performance amongst those capabilities identified. Whilst engagement in market intelligence, product development, price setting and promotional activities have a positive payoff, our findings confirm there is less need for exporters to engage in after-sales service and distribution capabilities. Originality/value - The study introduces the notion of relational capability alongside export marketing capabilities as predictors of export performance. We also examine the moderating influence of relational capability on the link between export marketing capabilities and export performance. By focusing on Vietnam, the study provides fresh insights surrounding the development pathway for firms in emerging markets.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © Emerald Publishing Limited 2017. 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. |
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: | 18 Feb 2016 12:47 |
Last Modified: | 03 Oct 2017 18:27 |
Published Version: | https://doi.org/10.1108/IMR-07-2014-0235 |
Status: | Published |
Publisher: | Emerald |
Refereed: | Yes |
Identification Number: | 10.1108/IMR-07-2014-0235 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:94889 |
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Filename: Relational and Marketing capability paper.pdf
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