Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence

Silvia L. Martin, Javalgi, Rajshekhar (Raj) G. and Luciano Ciravegna

Journal of Business Research, 2020, vol. 107, issue C, 25-37

Abstract: Few studies have examined marketing capabilities as a source of competitive advantage in the international entrepreneurship (IE) field. Empirical evidence in the international new ventures (INVs) literature that considers the strategic interplay of marketing capabilities in developing new markets overseas is scant. Building upon the resource based view, this study develops a model of the relationships among marketing capabilities⁠—⁠competitive strategy⁠—⁠export venture performance. The sample used in this study includes INVs from an emerging country (Mexico) and provides a unique research setting for shedding additional light on these relationships. The findings suggest marketing communication mediates the relationship between marketing capabilities and competitive strategy. Moreover, this study reveals the moderating effect of technological turbulence, which strengths two relationships, one between marketing capabilities and marketing communication, and the other, between marketing communication and competitive strategy. The study findings have important implications for research on IE and new venture decision-making.

Keywords: Marketing capabilities; Competitive strategy; Marketing communication; Technological turbulence; International new ventures; Export venture performance (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (34)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319305818
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:107:y:2020:i:c:p:25-37

DOI: 10.1016/j.jbusres.2019.09.044

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().