Leveraging marketing capabilities into competitive advantage and export performance

By Qun Tan, Carlos M. P. Sousa. 2015

190 citations recorded by the source corpus.

Purpose – By using the dynamic capabilities (DC) theory and the theory of competitive advantage, the purpose of this paper is to develop a framework to investigate the role of marketing capabilities on the firm’s export performance. Specifically, this framework depicts the consequences of marketing capabilities and focuses on the relationships among marketing capabilities, competitive advantage, and export performance. Design/methodology/approach – The authors conduct a meta-analysis of the literature on marketing capabilities and use multivariate analyses to test the framework. Findings – The study revealed that competitive advantage has an important mediating role in the relationship between marketing capabilities and export performance. Specifically, the authors found that two types of competitive advantage (i.e. low-cost advantage and differentiation advantage) positively mediate the effect of marketing capabilities on export performance. Originality/value – Although research on marketing capabilities...

Subfields: Strategy and Management

View Paper: https://www.semanticscholar.org/paper/0ffb3defb68cd09096ad3921f5790ac198dcc937

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In Strategy and Management

Citations in the corpus

Which Competitive Advantage(s)? Competitive Advantage–Market Performance Relationships in International Markets (2017, background): “…advantage is usually viewed as a higher-order construct (Leonidou, Palihawadana, and Theodosiou 2011; Lin and Wu 2014; Peng, Wang, and Jiang 2008; Tan and Sousa 2015), which may conceal more specific competitive advantage–performance mechanisms discernible at a lower level of aggregation.”
Effects of innovation strategies on export performance: New empirical evidence from developing market firms (2020, background): “It constitutes a fundamental factor for assessing the success of exporting firms (Tan and Sousa, 2015).”