Globalization, marketing resources, and performance: Evidence from China |
| |
Authors: | Xueming Luo K Sivakumar Sandra S Liu |
| |
Institution: | (1) University of Texas at Arlington, Arlington, USA;(2) Lehigh University, Bethlehem, USA;(3) Purdue University, West Lafayette, USA |
| |
Abstract: | Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject
has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies.
Second, despite the recent growth in globalization, the moderating role of globalization on the link between marketing resources
and performance has not been investigated. Addressing these important gaps, this article focuses on an emerging economy (China)
and explores the moderating effect of globalization on this link. Specifically, the authors develop several hypotheses highlighting
the moderating role of globalization activities (global product sourcing, global market seeking, and global partnership) on
the link between marketing resources (market orientation, entrepreneurial orientation, and innovative capability) and firm
performance. The findings of the moderating role of globalization provide several important implications for marketing theory
development and managerial practice.
Xueming Luo (luoxm@uta.edu) is an assistant professor in the Department of Marketing in the College of Business Administration at the
University of Texas at Arlington. Before joining the University of Texas at Arlington faculty, he was on the faculty of the
State University of New York at Fredonia. His research has appeared in various journals, including theJournal of Business Research, the International Journal of Research in Marketing, the Journal of Advertising Research, the
Journal of Interactive Advertising, and Industrial Marketing Management.
K. Sivakumar (Ph.D., Syracuse University; k.sivakumar@lehigh. edu) is the Arthur Tauck Professor of International Marketing & Logistics
and a professor of marketing at Lehigh University. Prior to joining Lehigh in 2001, he spent 9 years at the University of
Illinois in Chicago. His research interests include pricing, global marketing, and innovation management. His research has
been published or is forthcoming in theJournal of the Academy of Marketing Science, the Journal of Marketing, the Journal of International Business Studies, Decision
Sciences Journal, Marketing Letters, the Journal of Business Research, International Marketing Review, the Journal of Product
Innovation Management, Pricing Strategy & Practice: An International Journal, Psychology & Marketing, and other publications. He has won several awards for his research (including theDonald Lehman Award) and is on the editorial board of several scholarly journals. He has won outstanding reviewer awards from two journals.
Sandra S. Liu (liuss@purdue.edu) is an associate professor in the Department of Consumer Sciences and Retailing at Purdue University. She
received her Ph.D. from the University of London, and her current research interest focuses on strategic marketing issues
in the context of customer contact, including knowledge management in a corporation in transition and sales management in
a knowledge economy. With her extensive industry experience, she has written a number of books and journal articles, which
have appeared in theInternational Journal of Research in Marketing, the Journal of Business Research, theEuropean Journal of Marketing, Marketing Intelligence and Planning, among others. |
| |
Keywords: | marketing resources globalization firm performance resource-based theory market orientation entrepreneurial orientation innovative capability global sourcing global marketing global partnership China emerging markets |
本文献已被 SpringerLink 等数据库收录! |
|