从国际动态营销能力视角考察企业营销绩效：营销领导团队的调节作用

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2022-12-22 DOI:10.1108/imr-05-2022-0107

Sheshadri Chatterjee, Ranjan Chaudhuri, D. Vrontis

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引用次数: 1

摘要

目的本研究从国际动态营销能力的角度考察企业的营销绩效。它还调查了营销领导团队在提高组织国际营销绩效方面的调节作用。设计/方法论/方法作者使用动态能力观和其他相关文献开发了一个理论模型，该模型通过结构方程建模技术进行了验证，考虑了来自印度公司的455名受访者的样本。作者还使用多组分析方法来检验企业营销领导团队对其国际营销绩效的调节影响。发现企业的动态能力因素与其国际动态营销能力之间存在正相关关系。研究还发现，企业的营销领导团队对提高其国际营销绩效具有显著的正向调节作用。研究局限性/含义独特的基于理论的模型清楚地解释了企业的动态能力如何影响国际动态营销能力，进而影响其国际营销绩效。该模型可以帮助从业者、研究者和学者理解企业的国际动态能力对国际营销绩效的意义。该研究还帮助企业了解营销领导团队对提高国际营销绩效的调节作用。原创性/价值本研究为国际动态营销、国际营销绩效和国际营销知识管理的文献增加了价值，迄今为止，很少有其他研究关注这些文献。因此，这项研究是独一无二的。所提出的国际动态营销模式也是独特的，具有很高的解释力。

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Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team

PurposeThis 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/approachThe 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.FindingsThere 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/implicationsThe 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/valueThis 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.

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.