The marketing capabilities-performance relationship: the empirical link in export ventures

Osman Mohamad, Craig C. Julian, Zafar U. Ahmed and Phadett Tooksoon

International Journal of Trade and Global Markets, 2011, vol. 4, issue 3, 290-310

Abstract: This study examines the empirical link between marketing capabilities (product capability, pricing capability, distribution capability and promotion capability) and export marketing performance in export market ventures in a developing country context. The study was based on an empirical investigation of firms involved in exporting to foreign countries from Thailand. The study findings suggest that product, pricing and promotion capability all had a significant positive impact on export marketing performance. The study findings further suggest that marketing capabilities is a multi-dimensional construct.

Keywords: marketing capabilities; Thailand; export marketing performance; multiple regression analysis; exports; product capability; pricing capability; distribution capability; promotion capability; developing countries. (search for similar items in EconPapers)
Date: 2011
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