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 |
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| Affiliation: | 1. LIACS, Leiden University, P.O. Box 9512, NL-2300 RA Leiden, the Netherlands;2. School of Computing, Newcastle University, Newcastle upon Tyne, NE1 7RU, United Kingdom;1. Arison School of Business, The Interdisciplinary Center, Herzliya, Israel;2. Alliance Manchester Business School, The University of Manchester, Manchester, United Kingdom;3. Centre for International Business, Leeds University Business School, University of Leeds, Leeds, United Kingdom;1. Poznań University of Economics and Business, Al. Niepodległości 10, 61-875, Poznań, Poland;2. Vistula University, Ul. Stokłosy 3, 02-787, Warszawa, Poland;1. Department of Finance, National University of Kaohsiung, 700 University RD, Kaohsiung, 81148, Taiwan;2. Department of Business Management, National Sun Yat-Sen University, 70 Lien Hai RD, Kaohsiung, 80424, Taiwan;1. Swansea University, United Kingdom;2. International Business School Suzhou, Xi''an Jiaotong-Liverpool University, 8 Chongwen Road, Suzhou, 215123, China;3. DAN Department of Management and Organizational Studies, The University of Western Ontario, Canada;4. University of Aberdeen Business School, King’s College, University of Aberdeen, United Kingdom;5. School of Marketing and Communication, University of Vaasa, Finland;6. University of Kent, Canterbury, CT2 7FS, United Kingdom;1. Dokuz Eylul University, Faculty of Business, Kaynaklar Campus Buca, 35390 Izmir, Turkey;2. University of Cyprus, School of Economics and Management, University of Cyprus, Kallipoleos 75, P.O. Box 20537, CY-1678, Nicosia, Cyprus |
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| Abstract: | 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. |
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| Keywords: | Marketing skills Market responsiveness Marketing performance Competitive intensity Dynamic capabilities Emerging market exporting firms |
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