Constituents of dynamic marketing capability: Strategic fit and heterogeneity in export performance

Hoque, Mohammad Tayeenul, Nath, Prithwiraj, Ahammad, Mohammad Faisal, Tzokas, Nikolaos and Yip, Nick (2022) Constituents of dynamic marketing capability: Strategic fit and heterogeneity in export performance. Journal of Business Research, 144. pp. 1007-1023. ISSN 0148-2963

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Official URL: https://doi.org/10.1016/j.jbusres.2022.02.011

Abstract

Using the Resource Based View and Dynamic Capability theoretical lenses, this paper provides such a strategic treatise in exploring how the underlying dimensions of DMC can be understood within a higher-order DMC strategy and the influence of the latter upon the export performance of firms from an emerging market. The empirical findings drawn from a sample of 315 exporters representing eight industries from Bangladesh show that the DMC is a second-order latent construct consisting of four marketing capabilities: proactive market orientation, brand management capability, new product development capability, and customer relationship management capability. Additionally, this study identified three clusters of firms and showed that, among them, enthusiastic embracers—which are characterized by high levels of activity across marketing capabilities, such as proactive market orientation and brand management capability—achieve better performance.

Item Type: Article
Uncontrolled Keywords: Resource Based Viewed, Dynamic capability, Dynamic marketing capability, Export, Firm performance, Emerging market, Strategic Configuration
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: John Coen
Date Deposited: 02 Mar 2022 14:02
Last Modified: 02 Mar 2022 14:15
URI: http://nrl.northumbria.ac.uk/id/eprint/48592

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