TY - JOUR
T1 - Examining the marketing performance of the firms from an international dynamic marketing capability perspective
T2 - moderating role of marketing leadership team
AU - Chatterjee, Sheshadri
AU - Chaudhuri, Ranjan
AU - Vrontis, Demetris
N1 - Funding Information:
The present study has also shown that marketing leadership support helps a firm to better internalize its businesses. This finding was also supported by another study by , which demonstrated how leadership support could effectively help firms to adopt UCRM. We used some inputs from that study to construe that leadership support contributes towards adoption of any new technology in a firm. To substantiate the superiority of the proposed theoretical model, a rival model has been developed that does not include the three mediators (IMO, IMK and ISM) and the moderator (MLS). Details are discussed in the .
Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2022
Y1 - 2022
N2 - Purpose: This study examines the marketing performance of firms from an international dynamic marketing capability perspective. It also investigates the moderating role of marketing leadership teams to improve organizations' international marketing performance. Design/methodology/approach: The authors used dynamic capability view and other related literature to develop a theoretical model, which was validated with the structural equation modelling technique, considering a sample of 455 respondents from Indian firms. The authors also used the multigroup analysis method to examine the moderating impacts of a firm's marketing leadership team on their international marketing performance. Findings: There is a positive relationship between a firm's dynamic ability factors and its international dynamic-marketing capabilities. The study also finds that a firm's marketing leadership team has a significant positive moderating impact on improving its international marketing performance. Research limitations/implications: The unique theory-based model clearly explains how a firm's dynamic abilities impact international dynamic marketing capability, which then impacts its international marketing performance. This model can help practitioners, researchers and academicians to understand the significance of a firm's international dynamic capability on international marketing performance. The study also helps firms to understand the moderating influence of marketing leadership teams to improve international marketing performance. Originality/value: This study adds value to the body of literature on international dynamic marketing, international marketing performance and international marketing knowledge management, on which, until now, few other studies have focused. Thus, this research is unique. The proposed model of international dynamic marketing is also unique with high explanative power.
AB - Purpose: This study examines the marketing performance of firms from an international dynamic marketing capability perspective. It also investigates the moderating role of marketing leadership teams to improve organizations' international marketing performance. Design/methodology/approach: The authors used dynamic capability view and other related literature to develop a theoretical model, which was validated with the structural equation modelling technique, considering a sample of 455 respondents from Indian firms. The authors also used the multigroup analysis method to examine the moderating impacts of a firm's marketing leadership team on their international marketing performance. Findings: There is a positive relationship between a firm's dynamic ability factors and its international dynamic-marketing capabilities. The study also finds that a firm's marketing leadership team has a significant positive moderating impact on improving its international marketing performance. Research limitations/implications: The unique theory-based model clearly explains how a firm's dynamic abilities impact international dynamic marketing capability, which then impacts its international marketing performance. This model can help practitioners, researchers and academicians to understand the significance of a firm's international dynamic capability on international marketing performance. The study also helps firms to understand the moderating influence of marketing leadership teams to improve international marketing performance. Originality/value: This study adds value to the body of literature on international dynamic marketing, international marketing performance and international marketing knowledge management, on which, until now, few other studies have focused. Thus, this research is unique. The proposed model of international dynamic marketing is also unique with high explanative power.
KW - International dynamic marketing
KW - International knowledge management
KW - International marketing performance
KW - Operational marketing capability
KW - Seizing
KW - Sensing
KW - Transforming
UR - http://www.scopus.com/inward/record.url?scp=85144293398&partnerID=8YFLogxK
U2 - 10.1108/IMR-05-2022-0107
DO - 10.1108/IMR-05-2022-0107
M3 - Article
AN - SCOPUS:85144293398
SN - 0265-1335
JO - International Marketing Review
JF - International Marketing Review
ER -