King's College London

Research portal

Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence

Research output: Contribution to journalArticle

Silvia L. Martin, Rajshekhar (Raj) G. Javalgi, Luciano Ciravegna

Original languageEnglish
Pages (from-to)25-37
Number of pages13
JournalJournal of Business Research
Volume107
DOIs
Publication statusPublished - 1 Feb 2020

King's Authors

Abstract

Few studies have examined marketing capabilities as a source of competitive advantage in the international entrepreneurship (IE) field. Empirical evidence in the international new ventures (INVs) literature that considers the strategic interplay of marketing capabilities in developing new markets overseas is scant. Building upon the resource based view, this study develops a model of the relationships among marketing capabilities⁠—⁠competitive strategy⁠—⁠export venture performance. The sample used in this study includes INVs from an emerging country (Mexico) and provides a unique research setting for shedding additional light on these relationships. The findings suggest marketing communication mediates the relationship between marketing capabilities and competitive strategy. Moreover, this study reveals the moderating effect of technological turbulence, which strengths two relationships, one between marketing capabilities and marketing communication, and the other, between marketing communication and competitive strategy. The study findings have important implications for research on IE and new venture decision-making.

View graph of relations

© 2018 King's College London | Strand | London WC2R 2LS | England | United Kingdom | Tel +44 (0)20 7836 5454