TY  - JOUR
AB  - Purpose The importance of architectural marketing capabilities (i.e. marketing planning and implementation) in exporting ventures has been recognised. However, extant literature has not taken into account the explicit roles and required synergy between the exporter and their foreign distributor in delivering these capabilities. Drawing from the resource-based theory, the purpose of this paper is to examine the complementarity of distributor implementation capability and market orientation with exporter planning capability.Design/methodology/approach The study was carried out using a survey. Data were collected from 147 Greek exporters who replied to our questionnaire and the hypotheses were tested using the full information maximum likelihood estimation procedure.Findings The results support the hypotheses about the importance of exporter planning capability on financial performance and the complementary role of distributor market orientation. Further, the authors find that the distributor’s implementation capability partially mediates the impact of the exporter’s planning capability on financial performance.Originality/value This study contributes to a better understanding about the complementarity of exporter and distributor capabilities. It demonstrates the crucial role of the distributor in the deployment of architectural capabilities for the export venture: the distributor’s market orientation and implementation capability have the final say in achieving higher levels of export performance.
VL  - 36
IS  - 6
SN  - 0265-1335
DO  - 10.1108/IMR-02-2019-0081
UR  - https://doi.org/10.1108/IMR-02-2019-0081
AU  - Theoharakis Vasilis
AU  - Angelis Yannis
AU  - Batsakis Georgios
PY  - 2019
Y1  - 2019/01/01
TI  - Architectural marketing capabilities of exporting ventures: The contingent effect of the distributor
T2  - International Marketing Review
PB  - Emerald Publishing Limited
SP  - 1026
EP  - 1041
Y2  - 2024/04/25
ER  -