Abstract
Purpose: This paper examines the relationships between marketing effectiveness, marketing capabilities, export market orientation and export performance.
Design/methodology/approach: The research analyses whether export market orientation, marketing effectiveness and marketing capabilities are antecedents of export performance using structural equation modelling. Data to test the model were obtained through a structured survey of 443 export companies operating in the Aegean region of Turkey. After explanatory and confirmatory factor analysis, the structural model was tested.
Findings: The findings suggest that export market orientation has a significant impact on marketing capabilities and marketing effectiveness, and that marketing effectiveness has a significant impact on export performance. This indicates that export market orientation is central to the development of marketing capabilities, while marketing effectiveness contributes to explaining export performance.
Research limitations/implications: There are limitations to the research. The first significant limitation is that the variables had various sub-dimensions. The second limitation is about sampling of the research that it is not specific to a particular sector.
Practical Implications: This paper provides useful insight to exporters on market orientation, focal dimensions of marketing effectiveness and marketing capabilities that would help them enhance their export performance.
Originality/Value: Using the resource-based view, this paper contributes to the explanation for export performance by assessing the role of export market orientation behaviour on marketing capabilities and marketing effectiveness.
Design/methodology/approach: The research analyses whether export market orientation, marketing effectiveness and marketing capabilities are antecedents of export performance using structural equation modelling. Data to test the model were obtained through a structured survey of 443 export companies operating in the Aegean region of Turkey. After explanatory and confirmatory factor analysis, the structural model was tested.
Findings: The findings suggest that export market orientation has a significant impact on marketing capabilities and marketing effectiveness, and that marketing effectiveness has a significant impact on export performance. This indicates that export market orientation is central to the development of marketing capabilities, while marketing effectiveness contributes to explaining export performance.
Research limitations/implications: There are limitations to the research. The first significant limitation is that the variables had various sub-dimensions. The second limitation is about sampling of the research that it is not specific to a particular sector.
Practical Implications: This paper provides useful insight to exporters on market orientation, focal dimensions of marketing effectiveness and marketing capabilities that would help them enhance their export performance.
Originality/Value: Using the resource-based view, this paper contributes to the explanation for export performance by assessing the role of export market orientation behaviour on marketing capabilities and marketing effectiveness.
| Original language | English |
|---|---|
| Pages (from-to) | 532-559 |
| Journal | European Business Review |
| Volume | 28 |
| Issue number | 5 |
| DOIs | |
| Publication status | Published - 2016 |
Keywords
- Export market orientation, marketing effectiveness, marketing capabilities, export