Competitive domestic markets and marketing capabilities: the mediating effect of online presence in SMEs

Guillermo Barquero-Chaves, Juan Carlos Leiva and Ronald Mora-Esquivel

International Journal of Business Environment, 2025, vol. 16, issue 1, 19-38

Abstract: Marketing capabilities are essential to exploit opportunities and sustain competitive advantages in domestic markets. It is therefore fundamental to identify elements affecting these capabilities. This research aims to verify if there is a positive relationship between competitive domestic markets and marketing capabilities, and whether online presence of companies exerts a mediating effect between both factors. The empirical analysis uses OLS regressions and a mimic of process method in Stata software package on a sample of 205 SMEs from Costa Rica. The findings confirm a positive relationship between competitive domestic markets and marketing capabilities, and that online presence exerts a mediating effect on this relationship, with a total effect of greater relevance for SMEs, especially in the manufacturing sector. This implies that as organisations adapt their resources and generate actions to promote the use and adoption of their online presence, they are also having a positive impact on their marketing capabilities.

Keywords: competitive domestic markets; online presence; marketing capabilities; SME; competitiveness. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=143092 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbenv:v:16:y:2025:i:1:p:19-38

Access Statistics for this article

More articles in International Journal of Business Environment from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().