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1 – 10 of over 6000Driven by the growing pressure to justify the contributions of marketing activities, marketers have shown considerable interest in improving their marketing performance…
Abstract
Purpose
Driven by the growing pressure to justify the contributions of marketing activities, marketers have shown considerable interest in improving their marketing performance measurement systems (MPMSs). The purpose of this study is to examine the neglected mediating effect of marketing capabilities on the MPMS–firm performance relationship and to focus on specific aspects of MPMSs that have been largely omitted in the prior research, namely, the comprehensiveness and uses of MPMSs.
Design/methodology/approach
A survey was conducted with marketing and senior managers from 210 Irish-based companies. The proposed research model was tested by using the SPSS Process macro and structural equation modeling in AMOS 24.
Findings
The three characteristics of MPMSs influence firm performance in different manners: while the diagnostic use of MPMSs hinders the development of market-linking capability and thus negatively influences firm performance; the comprehensiveness of MPMSs positively influences firm performance through its impact on architectural marketing capability; and the interactive use of MPMSs via externally focused learning and market-linking capabilities.
Research limitations/implications
Although this study used objective firm performance data to validate subjective data, the use of single-informant and self-reported measures may still be a concern, as the strong relationships between variables may be because of single-informant bias.
Practical implications
This study provides insights into how companies can use a comprehensive MPMS to cultivate specific crucial marketing capabilities and thereby enhance firm performance.
Originality/value
This study contributes to the marketing performance measurement literature by proposing and empirically validating the mediating effect of marketing capabilities on the MPMS–firm performance relationship.
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Vasilis Theoharakis, Yannis Angelis and Georgios Batsakis
The importance of architectural marketing capabilities (i.e. marketing planning and implementation) in exporting ventures has been recognised. However, extant literature has not…
Abstract
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.
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Guilherme Trez and Fernando Bins Luce
This paper aims to develop and test a conceptual model of organizational structure design that incorporates some factors influencing strategy implementation. The research also…
Abstract
Purpose
This paper aims to develop and test a conceptual model of organizational structure design that incorporates some factors influencing strategy implementation. The research also aims to consider inter‐functionality in new product development (NPD) processes and marketing decisions, measured from the dispersion of these activities among functional areas.
Design/methodology/approach
The research was conducted across 424 small and medium‐sized furniture manufacturing companies. In total, eight hypotheses were proposed and tested using structural equation modeling.
Findings
Most important among the study's findings was that inter‐firm relationships and inter‐functional processes are relevant for the study of organizational structure design. It was found that the dispersion of the new product development process and of marketing decisions exert a positive influence on architectural marketing capabilities. The results showed that the dispersion of NPD processes and marketing decisions influence the development of marketing capabilities only in those companies with inter‐firm relationships. The paper also found that inter‐firm design did not affect the impact of the relationship between the dispersion of marketing decisions and NPD process on specialized capabilities.
Research limitations/implications
The study focuses research on Brazilian small to medium‐sized furniture enterprises and could have single‐source bias in its data collection process.
Practical implications
The findings provide insights into ways of integrating structures. It is observed that a higher integration of areas in marketing decisions is related to the dispersion of the NPD process. Given that dispersion in NPD is a disseminated practice, it is found that higher dispersion in marketing activities has an impact on product development.
Originality/value
The paper's findings confirm the influence of organizational design on the development of planning capabilities and on the implementation of marketing strategies.
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Grace Carson, Christina O'Connor and Geoff Simmons
Drawing on the resource-based view of the firm, this article explores the influences of market intelligence on the development of small business marketing capabilities, with…
Abstract
Purpose
Drawing on the resource-based view of the firm, this article explores the influences of market intelligence on the development of small business marketing capabilities, with reference to specialized marketing capabilities, architectural marketing capabilities and dynamic capabilities.
Design/methodology/approach
The conceptual framework and propositions present and interpret the resource–capability complementarity between market intelligence and small business marketing capabilities and outline the relationship between individual capability sets.
Findings
Market intelligence is shown to be crucial in the development of small business marketing capabilities and in the implementation of more formalized marketing strategies that allow small businesses to create value for customers and improve their performance. However, the level to which market intelligence is utilized and marketing capabilities are developed is found to be considerably influenced by the small business owner-manager and firm learning.
Practical implications
It is imperative that small businesses acknowledge the practical benefits of market intelligence and harness these advantages accordingly. However, owner-managers must be motivated to encourage the development of more formalized marketing capabilities and act incisively upon the information derived from market intelligence.
Originality/value
Recent research indicates that market intelligence and marketing capabilities can interact to enable a firm to align its resources with the market, by providing customer insights that guide them as to which value-adding activities they should implement. However, extant research in this area remains in its infancy, and very little is known about the adoption processes of market intelligence in small businesses and its role in developing marketing capabilities.
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Kwabena Abrokwah-Larbi and Yaw Awuku-Larbi
The purpose of this study is to empirically examine the effect of marketing modification on business performance from the perspective of marketing capabilities theory.
Abstract
Purpose
The purpose of this study is to empirically examine the effect of marketing modification on business performance from the perspective of marketing capabilities theory.
Design/methodology/approach
This study employed a survey method to collect data from 225 food processing small- and medium-sized enterprises (SMEs) on the Ghana Enterprise Agency (GEA) registered list in the Eastern Region of Ghana. The effect of marketing modification on the performance of SMEs in the food processing industry was evaluated using a structural equation modeling (SEM) – path analysis.
Findings
According to the study’s findings, marketing modification has a positive and significant impact on the financial performance (FP), customer performance (CP), internal business process performance (IBPP) and learning and growth performance (LGP) of Ghanaian SMEs engaged in food processing. The results of this study also demonstrated the importance of marketing modification determinants, such as marketing resources (MR), cross-functional and interenterprise collaboration (CFIEC), architectural marketing capability (AMC) and marketing strategy decision implementation (MSDI), in achieving food processing SME performance in Ghana.
Research limitations/implications
This current research has its limitation, even though its importance has been mentioned earlier. First, the study can be improved by expanding the sample size through the inclusion of other SMEs from other industries since it is industry specific (i.e. food processing SME). Second, this current study was conducted in Ghana. To compare results, the current study may be replicated in other emerging countries. Third, future research studies may consider how business environmental factors such as technological change (e.g. use of artificial intelligence and machine learning) moderate the relationship between marketing modification and SME performance.
Practical implications
The outcomes of this research study are anticipated to give profitable implications to both academicians and practitioners. For the academic aspect, this study provides an important contribution to marketing modification and performance literature by examining the impact of innovative marketing on the performance of food processing SMEs in Ghana. For practitioners, this study indicates that food processing SME owners/managers must focus on marketing modification to develop their performance. The increase in marketing modification application through marketing capabilities such as MR and CFIEC will enable owners/managers to achieve performance targets.
Social implications
The application of marketing modification among food processing SMEs in Ghana will contribute greatly to their profitability, survival and growth. The growth and survival of food processing SMEs (not limited to food processing SMEs) in Ghana will help in the control of unemployment, which is a major social issue in Ghana.
Originality/value
The study’s findings provide solid support for the marketing capabilities theory. This study also supports the notion that food processing SMEs should perceive marketing modification and its determinants (i.e. MR, CFIEC, AMC and MSDI) as a critical strategic capacity to enhance their performance (i.e. FP, CF, IBPP and LGP). In terms of contribution, this study adds to the body of knowledge already available on marketing modification and business performance, particularly in the setting of an emerging economy.
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Hendar Hendar, Moch. Zulfa, Alifah Ratnawati and Mulyana Mulyana
The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market…
Abstract
Purpose
The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products.
Design/methodology/approach
This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs.
Findings
The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP.
Research limitations/implications
In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research.
Originality/value
By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.
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Sohyoun Shin and Kirk Damon Aiken
The purpose of this paper is to shift the research focus from singular investigations of strategic orientations (i.e. learning, technology, market, customer, and competitor) to a…
Abstract
Purpose
The purpose of this paper is to shift the research focus from singular investigations of strategic orientations (i.e. learning, technology, market, customer, and competitor) to a broadened exploration of how various combinations of orientations link to firm performance. Further, the paper reveals the mediating role of marketing capability between strategic orientations and firm performance.
Design/methodology/approach
Mail and e‐mail surveys were received from 198 Korean executives among the nation's Top 500 firms (across various industries). Generally, multiple regression analyses were conducted to test the various hypotheses.
Findings
Data confirm that each strategic orientation has distinct paths through marketing capability (single or multiple, and mediating) that significantly impact firm performance.
Practical implications
Fostering marketing capability, including marketing planning and implementation ability, will have a direct positive impact on firm performance. In addition, companies should understand how differently their cultural resources and orientations affect firm performance.
Originality/value
This paper is the first to argue that a deployment mechanism, marketing capability, is needed between strategic orientations and business performance. The paper further contributes by extending geographic generalizability to Asian countries (since the majority of extant research on organizational orientations and capabilities comes from western countries).
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Yen-Chun Chen, Todd Arnold and Hsien-Tung Tsai
This study aims to test the role of a firm’s marketing and technological capabilities in mediating the relationship between customer involvement in information provision (CIP) and…
Abstract
Purpose
This study aims to test the role of a firm’s marketing and technological capabilities in mediating the relationship between customer involvement in information provision (CIP) and customer involvement in coproduction (CIC) and new product performance, while also investigating the impact of the interactive effect of such capabilities. This investigation is at the firm rather than the project level.
Design/methodology/approach
A survey-based questionnaire was distributed to senior managers from 101 Taiwanese electronics firms. The research model and hypotheses were evaluated using partial least squares structural equation modeling in SmartPLS 3.
Findings
CIP and CIC improve new product performance indirectly through the development of marketing and technological capabilities. CIP has a stronger positive effect on marketing capabilities than CIC. In addition, the interactive effect of marketing and technological capabilities on new product performance is positive and significant.
Research limitations/implications
The data came from a single respondent in each firm, which may lead to common method bias. In addition, the data were cross-sectional in nature, having been collected at a single point in time. This limits the ability to draw causal inferences, as would be possible with longitudinal data. Finally, the data came from a single industry in only one country.
Practical implications
CIC is useful in terms of product idea generation and screening, as well as in helping to effectively learn and combine market knowledge from customers, whereas CIP takes on a more active role in strengthening marketing capabilities. Managers should understand these direct effects of CIP and CIC, as well as their indirect effects on new product performance.
Originality/value
Previous empirical research is largely limited to project-level implications such as innovativeness, advantages and the financial performance of a specific new product; a clear understanding of the strategic, firm-level implications of CIP and CIC in the context of new product development is lacking. The findings highlight the importance of treating CIP and CIC as continuous processes in a firm rather than viewing each in isolation to a specific project.
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Gregor Pfajfar, Maciej Mitręga and Aviv Shoham
In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing…
Abstract
Purpose
In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.
Design/methodology/approach
This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.
Findings
Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.
Originality/value
This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.
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Kerry London, Jessica Chen and Nathaniel Bavinton
The aim of the paper is to investigate the architectural firm's role in the briefing process on international projects and to identify the strategies of successful firms to…
Abstract
Purpose
The aim of the paper is to investigate the architectural firm's role in the briefing process on international projects and to identify the strategies of successful firms to overcome barriers.
Design/methodology/approach
A model is developed based on a critique of briefing models and international design management theory. The development of a reflexive capability model borrows cultural theory concepts of capital and reflexivity. The model is based on maximizing reflexive capability through the management of social, cultural and intellectual capital. Two case studies of architectural firms identify barriers during the briefing process and strategies to overcome these barriers. Data collection involved 16 interviews with senior management and design team staff.
Findings
There are various barriers and strategies used to achieve success in the briefing process. However, the management of a firm's capital is key to successful briefing on international projects and is a characteristic of reflexive practice. Reflexivity is based in a positive interpretation of change, and a continual responsiveness to change by participants in a system. The study provides useful information on management of the design and briefing stages of international projects.
Research limitations/implications
The study is limited by the number of case studies used and the difficulty of generalisability of findings.
Practical implications
The research is that it provides useful information about how to approach constant change during briefing for the architects and clients who work on international projects.
Originality/value
The model is original and has value as it assists in explaining why some firms are more successful than others. The case studies provide new knowledge on international projects and the briefing process. The value of the paper is for the academic community, professionals in the built environment and clients involved in international projects.
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