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The influence of relational capability and marketing capabilities on the export performance of emerging market firms

Thi Song Hanh Pham (Sheffield Business School, Sheffield Hallam University, Sheffield, UK)
Lien Le Monkhouse (The Management School, University of Sheffield, Sheffield, UK)
Bradley R. Barnes (Sheffield University Management School, Sheffield, UK)

International Marketing Review

ISSN: 0265-1335

Article publication date: 11 September 2017

1759

Abstract

Purpose

Drawing on the resource-based view, the purpose of this paper is to focus on the influence of relational capability and marketing capabilities on export performance. The study also examines the interaction effects of relational capability on the marketing capabilities – export performance relationships.

Design/methodology/approach

A stratified random sample of 1,047 exporting firms was approached. Survey data were collected from 333 Vietnamese exporting firms and analysed using hierarchical moderated regression.

Findings

The results reveal that a firm’s relational capability not only strengthens the efficiency of the export pricing capability – performance, marketing intelligence capability – performance, and marketing communication capability – performance relationships, but is also the strongest predictor of export performance amongst those capabilities identified. Whilst engagement in market intelligence, product development, price setting and promotional activities have a positive payoff, the findings confirm that there is less need for exporters to engage in after-sales service and distribution capabilities.

Originality/value

The study introduces the notion of relational capability alongside export marketing capabilities as predictors of export performance. The authors also examine the moderating influence of relational capability on the link between export marketing capabilities and export performance. By focusing on Vietnam, the study provides fresh insights surrounding the development pathway for firms in emerging markets.

Keywords

Citation

Pham, T.S.H., Monkhouse, L.L. and Barnes, B.R. (2017), "The influence of relational capability and marketing capabilities on the export performance of emerging market firms", International Marketing Review, Vol. 34 No. 5, pp. 606-628. https://doi.org/10.1108/IMR-07-2014-0235

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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