Product Innovation, Market Intelligence and Pricing Capability as a Competitive Advantage in the International Performance of Startups: Case of Peru

Romina Gómez-Prado, Aldo Alvarez-Risco, Berdy Briggitte Cuya-Velásquez, Marián Arias-Meza, Nilda Campos-Dávalos, Luis Juarez-Rojas, Maria de las Mercedes Anderson-Seminario, Shyla Del-Aguila-Arcentales and Jaime A. Yáñez
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Romina Gómez-Prado: Carrera de Negocios Internacionales, Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Aldo Alvarez-Risco: Carrera de Negocios Internacionales, Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Berdy Briggitte Cuya-Velásquez: Carrera de Negocios Internacionales, Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Marián Arias-Meza: Carrera de Negocios Internacionales, Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Nilda Campos-Dávalos: Carrera de Negocios Internacionales, Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Luis Juarez-Rojas: Carrera de Negocios Internacionales, Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Maria de las Mercedes Anderson-Seminario: Carrera de Negocios Internacionales, Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Shyla Del-Aguila-Arcentales: Escuela de Posgrado, Universidad San Ignacio de Loyola, Lima 15024, Peru
Jaime A. Yáñez: Vicerrectorado de Investigación, Universidad Norbert Wiener, Lima 15046, Peru

Sustainability, 2022, vol. 14, issue 17, 1-21

Abstract: Since the COVID-19 pandemic arrived, various options have been created to export products, with the creation and development of startups becoming a viable and significant option. Previous research has described the influence of competitive business advantage on international performance. However, the novelty of the current research was to evaluate the influence of the company’s capabilities, through the competitive advantage of the company as a mediator in international performance. The study was based on the responses of 200 active startups in Peru. The PLS-SEM technique was utilized with the company’s capabilities linked to internationalization processes as independent variables, as well as market intelligence, product innovation, and pricing. The mediating variable was competitive advantage, and the dependent variable was international performance. It was found that all three capabilities influenced competitive advantage and, ultimately, international performance. It was concluded that competitive advantage does not act as a mediator between pricing capabilities and the international performance of startups. Moreover, it was determined that competitive advantage acts as a mediator between two of the three assessed capabilities: market intelligence capabilities and product innovation capabilities. The results were supported by the reflective and formative evaluation of the results obtained through the applied technique. These results could help create better programs to promote startups interested in internationalizing and exporting products.

Keywords: competitive advantage; capabilities; startups; international performance; COVID-19; Peru; innovation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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