Impact of marketing effectiveness and capabilities, and export market orientation on export performance: evidence from Turkey

Aydin Kayabasi, Thandiwe Mtetwa

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)532-559
JournalEuropean Business Review
Volume28
Issue number5
DOIs
Publication statusPublished - 2016

Fingerprint

Turkey
Marketing capabilities
Market orientation
Marketing effectiveness
Export markets
Export performance
Structural model
Design methodology
Confirmatory factor analysis
Sampling
Exporters
Structural equation modeling
Resource-based view

Keywords

  • Export market orientation, marketing effectiveness, marketing capabilities, export

Cite this

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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.",
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Impact of marketing effectiveness and capabilities, and export market orientation on export performance : evidence from Turkey. / Kayabasi, Aydin; Mtetwa, Thandiwe.

In: European Business Review, Vol. 28, No. 5, 2016, p. 532-559.

Research output: Contribution to journalArticle

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