The effects of internal marketing capability on export marketing strategy, B2B marketing mix and export performance

Kyong Ryul Koo, Sang Jin Kim and Kyung Hoon Kim

Journal of Global Scholars of Marketing Science, 2016, vol. 26, issue 1, 51-65

Abstract: The authors examine how the internal marketing capabilities of export firms in B2B contexts affect export marketing strategies, B2B marketing mix and export performance. The study uses marketing organization capability, marketing human resources capability, marketing financial capability and marketing infrastructure as the internal marketing capabilities of B2B export firms. Drawing on dynamic capabilities theory, the authors develop a model that links internal marketing capabilities with export marketing strategies and B2B marketing mix and export performance. The study identifies that marketing infrastructure has positive effects on both export marketing strategies and B2B marketing mix. Furthermore, the findings reveal that export managers of B2B export firms should enhance marketing infrastructure to improve export performance. This study contributes to the export marketing field by linking the internal marketing capabilities and B2B marketing mix view with export performance. The findings on marketing infrastructure and its relationships with export marketing strategy and B2B marketing mix could be useful not only to academics, but also to export marketing managers of B2B export firms. The authors discuss the theoretical and managerial implications of their findings.

Date: 2016
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DOI: 10.1080/21639159.2015.1122956

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