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

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

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

100 Citations (Scopus)

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.

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

Keywords

  • Competitive strategy
  • Export venture performance
  • International new ventures
  • Marketing capabilities
  • Marketing communication
  • Technological turbulence

Fingerprint

Dive into the research topics of 'Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence'. Together they form a unique fingerprint.

Cite this