The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity

Emerging market exporting firms in advanced economies must manage a highly dynamic landscape owing to factors such as changing market needs and fierce competition. Hence, these firms need to develop unique marketing skills for superior performance. Accordingly, this study draws on the resource-based and dynamic capability theory to empirically examine the role of marketing skills in developing a dynamic capability—market responsiveness—for improved marketing performance, and the changes in this relationship under highly competitive intensity. Using a sample (n = 98) of firms originating from an emerging market (Pakistan) mainly exporting to advanced markets (the United Kingdom, the United States or both), the findings show that marketing skills, positively mediated by market responsiveness, influence the marketing performance of such firms in advanced markets. The indirect relationship is positively moderated by a higher level of competitive intensity. This study extends the dynamic capability and export marketing streams of literature, particularly for emerging market exporting firms in advanced markets, and provides useful performance implications to export marketing managers.     

The impact of individual and managerial factors on salespeople's contribution to marketing intelligence activities

Although salespersons represent a unique and important channel of information, few of them contribute efficiently to marketing intelligence. This research aims to understand how salespeople's motivation and effort to gather and transmit marketing intelligence to management may be influenced by individual (organizational commitment, desire for upward mobility) and managerial (control system, participation in decision making, feedback, recognition) factors. The test of the proposed model shows that desire for upward mobility is the only individual determinant of behavior. Other than participation in decision making, all the managerial factors play influential roles in structuring both motivation and behavioral effort toward marketing intelligence by salespeople. The authors also discuss the limits of the model, some managerial implications, and future research opportunities.     

The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance

The study investigates how an organization’s entrepreneurial orientation moderates the interplay between market orientation and marketing subunit influence on firm performance. The hypothesized model predicts that the positive interaction between market orientation and marketing subunit influence has a weaker effect on firm performance under conditions of high entrepreneurial orientation. The regression and supplementary analyses provide support for most predictions and, most importantly, for a negative three-way interaction effect: At higher levels of entrepreneurial orientation, the positive moderating effect of marketing subunit influence on the market orientation–business performance relationship is reduced. The authors discuss the managerial and theoretical implications of their findings and provide a number of directions for further research.

The overestimated role of strategic orientations for international performance in smaller firms

This article examines how market orientation (MO) and entrepreneurial orientation (EO) relate to international performance in small firms. Empirically, the article draws on survey data from 188 Swedish SMEs. Results show that strategic orientations have a very limited influence on international performance in these firms. Proactiveness and, to some extent, a market orientation proved positively associated with international performance, while innovativeness and risk taking show no such relationship. Our findings highlight the problems associated with using “traditional” MO and EO constructs in an SME setting and point to the need of developing more appropriate constructs tailored to this context. We also note that the MO construct was developed from a “causal view” of marketing, while successful small international firms rely more on effectuation logic. The article also contributes to the debate between the two dominant perspectives that address firms’ early internationalization processes: the process theory of internationalization and the international new venture perspective, where our results are in favor of the latter.

Improving marketing success: The role of tacit knowledge exchange between sales and marketing

Successful organizations adapt their marketing strategies to marketplace changes. Boundary spanners, such as salespeople, because they are able to embed themselves in social networks outside the organization, play a key role in developing marketplace knowledge. However, if this knowledge remains solely with the boundary spanners, it cannot be used effectively to improve firm performance. This study investigates tacit knowledge exchange between sales and marketing and its ability to enhance marketing success (i.e., marketing program innovativeness, relative efficiency, and relative effectiveness). In addition, by examining five antecedents hypothesized to influence tacit knowledge exchange, it provides guidance to sales and marketing managers, who desire to improve tacit knowledge exchange, and, in turn, marketing success.     

The dynamics of relational competencies in the development of born global firms: A multilevel approach

From a multilevel approach, this paper focuses on the born global firms and the relational competencies that they use to initiate, maintain, and expand their international social networks. To do so, we detail the three levels of relational competencies (individual, collective, and organizational) and undertake an exploratory qualitative research based on interviews with French entrepreneurs of born global firms and experts who support their development. This study allows us to reach two sets of findings: firstly, a repository of thirteen relational competencies mobilized in born global firms as well as their development mechanisms; secondly, a dynamic view of these competencies, based on initiation, consolidation and expansion situations in which relational competencies and their development mechanisms are activated. Our study may lead entrepreneurs to identify competencies they hold at all levels (individual, collective, and organizational) but without necessarily implementing, as well as provide keys to develop any that are lacking in order to improve their internationalization strategy.     

Internationalization's effect on marketing learning: A study of Syrian firms

The aim of the present study is to understand the effects of international expansion on firms' acquisition of marketing learning. This study's focus on marketing learning complements previous research on the impact of internationalization on the development of foreign-market and technological knowledge. The research finds that the scope of a firm's international activities, perception of gaps in marketing knowledge, and external social capital positively influence firms' acquisition of marketing learning. However, firm's age at initial international market entry appears not to be a significant factor. The study adds to the very limited body of research on the marketing learning outcomes of international expansion, while also offering rare empirical insights from the Middle East on this important subject matter. The paper discusses implications for international managers, policy makers, and future researchers.     

The sources of management innovation: When firms introduce new management practices

Management innovation is the introduction of management practices new to the firm and intended to enhance firm performance. Building on the organizational reference group literature, this article shows that management innovation is a consequence of a firm's internal context and of the external search for new knowledge. Furthermore the article demonstrates a trade-off between context and search, in that there is a negative effect on management innovation associated with their joint occurrence. Finally the article shows that management innovation is positively associated with firm performance in the form of subsequent productivity growth.     

Competitive advantage: A longitudinal analysis of the roles of data-driven innovation capabilities,marketing agility,and market turbulence

While data-driven innovation capabilities have received considerable attention from academics and practitioners, there is insufficient longitudinal evidence on how they might contribute to improved marketing agility and competitive advantage. In this study, we make a preliminary effort to address this gap by developing a model based on the dynamic capabilities view. We also explore the moderating effects of market turbulence on the link among marketing agility and competitive advantage. We used two-waves data (T = 677 and T+1 = 569) and the cross-lagged panel approach was utilised to analyse the longitudinal data. Our findings provide robust empirical evidence on the causal and predictive temporal impact of data driven innovation capabilities on marketing agility and competitive advantage. It also indicated that marketing agility mediates this relationship over time. Moreover, the analysis suggested that market turbulence reinforce the influence of marketing agility on competitive advantage. We provided significant implications for theory and practice.     

Network development in international project marketing and the impact of external facilitation

This article reports on an experiment in external facilitation of international project marketing activity. The case involved a large, World Bank funded project in China aimed at upgrading grain storage and handling facilities. An organization was established in Australia to bring together and support efforts by Australian firms to win a share of this project. Network-building, at a number of levels both in China and Australia, emerged from the qualitative study as a critical factor in effective project marketing. External facilitation played a positive role in the network-building process.     

Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure

This study aims to investigate the interaction effects of marketing and R&D expenditure on brand competitiveness based on performance indicators. While many studies have investigated the individual effects of marketing expenditure and R&D expenditure on a company's brand value, competitive advantage, and performance, there has been limited research on the interaction effect of these two indicators on brand competitiveness. Longitudinal data were collected from 145 companies over seven years, including 1015 observations. The companies were selected using the systematic removal method from 485 companies on the Tehran stock exchange market. We used a generalised method of moments (GMM) to analyse the data. Findings demonstrate that marketing, when considered independently, had a significant effect on brand competitiveness (as reflected in market share) in the long run, while R&D demonstrated a marginally significant effect. In addition, this study revealed that the interaction effect between marketing expenditure and R&D expenditure on brand competitiveness was marginally significant. These results demonstrate that companies need to invest in marketing activities to leverage the benefits of R&D in order to improve their brand competitiveness. As most companies often face budget constraints, maintaining investments in marketing and R&D is recommended to ensure sustained competitiveness in the long term.     

Beyond the world of packaged goods: assessing the relevance of integrated marketing communications for retail and consumer service marketing

Product and packaged goods marketers have responded to changing consumer and media environments by adopting integrated approaches to marketing communication. The value and utility of such approaches likely extend to a wide range of marketers, but there have been few published attempts to examine the viability of the integrated marketing communication concept in retail and service marketing. This study addresses this void by using a seven-stage model of integrated marketing communications to examine the media and message delivery practices of national and regional retailers and consumer service marketers. The results of a national mail survey found many of these marketers using such key integrated marketing communication elements as multiple media, databases, individual-level consumer information and behavioural response measures in their media and message delivery practices. Few, however, were using these elements in a strategic or coordinated fashion. Integrated approaches thus appear to have much value in retail and service marketing, particularly as a means for coordinating media and message delivery elements in a fashion that provides a way to link behavioural responses to media vehicles and advertising messages.     

The indirect effect of online marketing capabilities on the international performance of e-commerce SMEs

International e-commerce is a strong global trend pushed by a tail wind of bolstering economic policies, changing customer behaviors, and improved logistics and technologies. This study investigates the reasons for performance variations among international e-commerce SMEs. Building on the capabilities perspective and market orientation literature, a research model is developed and tested with linear regression and mediation analysis on an effective sample of 99 Swedish SMEs which use e-commerce as an international sales channel. Our study shows that online marketing capabilities are necessary but not sufficient to increase performance among these companies. Our results show that marketing ambidexterity, reflected by both market-driven and market-driving approaches, is instrumental to leverage the effect of online marketing capabilities.     

Strategy transition and marketing innovation of a vertical search engine: The case of Kuxun company

Kuxun is an online travel search company in China. This paper describes the transition and innovation of the company’s marketing strategy, from comprehensive information search to online travel search. It shows how Kuxun has successfully achieved strategic market transition from “all-round” to “specialized” through efficient market segmenting, targeting, and positioning (STP). The case also illustrates how Kuxun has become the top brand of Chinese online travel search by carrying out various types of innovative network marketing, including interactive experience marketing, precision marketing, and cooperative marketing.     

Fortune at the bottom of the innovation pyramid: The strategic logic of incremental innovations

It is not uncommon to come across appeals in business literature exhorting managers to devote greater effort to the pursuit of radical innovations, or to see comments admonishing managers for devoting too much energy to the search for incremental innovations. Over the years, successful radical innovations have undisputedly had a significant impact on the fortunes of a number of companies. At the same time, firms cannot afford to overlook the role of incremental innovations in enhancing and sustaining the revenue and profit streams of successful radical innovations. From the standpoint of survival, growth, and profitability, both home runs, meaning radical innovations, and singles, meaning incremental innovations, matter. The fact that home runs are generally infrequent underscores the importance of frequent singles. This article explores the various competitive strategy contexts in which incremental innovations can be leveraged effectively against that backdrop.     

The market within: A marketing approach to creating and developing high-value employment relationships

In the battle for high-value talent, managers need to think like marketers, creating job offerings and employment relationships that provide mutual value for firms and their employees. This article provides a 3-stage framework for the application of marketing techniques to the recruitment and retention of high-value employees. In the first stage, the 4Ps of the marketing mix are used to create compelling job offerings that attract high-value employees. In the second stage, firms use relationship marketing concepts to build long-lasting employment relationships that create mutual value for the firm and its employees. The third stage involves the outcomes of high-value employment relationships, which include greater employee commitment and satisfaction, which then lead to greater employee advocacy of the firm and lower levels of employee turnover. The ultimate proposed outcomes of this approach are increased performance and stability of the firm.     

Encouraged,motivated and learning oriented for working creatively and successfully: a case of Korean workers in marketing communications

This study investigated and assessed organizational and motivational determinants in creative and successful marketing communications campaigns by analysing a sample of Korean workers. The study revealed the relative importance of organizational and motivational factors for campaign creativity and performance in marketing communications in Korean workplaces. The findings provide evidence that managerial encouragement is essential to Korean workers' intrinsic motivation for planning, learning orientation and creativity. The intrinsic motivation for planning in turn generally had a strong effect on their creativity, learning orientation and performance. Related implications are discussed for managers in marketing communications, where creativity may fall into the realm of the required aspects of the workers. From the findings it is implied that deliberately designed organizational means for enhancing creativity must be sought.     

Innovation strategies and complementarity between innovation activities: the case of commercial archaeological firms

Service Business - As a key part of their professionalization process, creative industries (CIs) including private or contract archaeological firms (AFs) increasingly rely on bundles of...     

The impact of entrepreneurial marketing on innovative marketing performance in small- and medium-sized companies

ABSTRACT

This study examines the impact of entrepreneurial marketing on innovative marketing in small- and medium-sized companies producing industrial tools and mechanical parts. The statistical population of this study consisted of all owners and workers of industrial tools and mechanical parts around the world. The sample size includes 195 people who were chosen through simple random sampling method and Cochran formula. This is a correlational research and the data were collected using a questionnaire designed by theoretical foundations and Likert scale. The validity of the tool was confirmed using the opinions of experts and specialists and the reliability of the questionnaire was confirmed using Cronbach’s alpha (0.891). Data were analyzed through structural equation modeling. The results show that value creation that includes creating value for customers through the products and services, and marketing activities and technology has the greatest impact on innovative performance. Also, innovation, which includes innovative strategy, management believes in innovation, and using new methods to carry out activities, is in the next place. Among the factors, the leverage of resources, which include the financial and human forces, has the least effect on innovative performance.     

The rise of super-elite law firms: towards global strategies

This paper reviews the pressures towards globalisation reshaping the corporate law sector. It uses Yip's [Yip, G.S. (1996). Total global strategy (2nd ed.). Englewood-Cliffs, NJ: Prentice-Hall] framework of global industry drivers. The dominant view has been that the globalisation potential of the legal industry is low since there are few global legal products and many regulatory differences between markets. However, within the corporate law sector, strong regulatory differences between countries are outweighed by the combined impact of market, competitive and cost drivers. Evidence from this research shows that the balance of industry drivers is towards there being benefits to the pursuit of global strategies within this sector. In practice, a small number of very large corporate law firms are implementing global strategies in pursuit of specific sources of future competitive advantage. Thus a small ‘super-elite’ of globalising firms is emerging.