The influence of relational capability and marketing capabilities on the export performance of emerging market firms

Thi Song Hanh PHAM, Lien Le MONKHOUSE*, Bradley R. BARNES

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

59 Citations (Scopus)

Abstract

Purpose:
Drawing on the resource-based view, the purpose of this paper is to focus on the influence of relational capability and marketing capabilities on export performance. The study also examines the interaction effects of relational capability on the marketing capabilities – export performance relationships.

Design/methodology/approach:
A stratified random sample of 1,047 exporting firms was approached. Survey data were collected from 333 Vietnamese exporting firms and analysed using hierarchical moderated regression.

Findings:
The results reveal that a firm’s relational capability not only strengthens the efficiency of the export pricing capability – performance, marketing intelligence capability – performance, and marketing communication capability – performance relationships, but is also the strongest predictor of export performance amongst those capabilities identified. Whilst engagement in market intelligence, product development, price setting and promotional activities have a positive payoff, the findings confirm that there is less need for exporters to engage in after-sales service and distribution capabilities.

Originality/value:
The study introduces the notion of relational capability alongside export marketing capabilities as predictors of export performance. The authors also examine the moderating influence of relational capability on the link between export marketing capabilities and export performance. By focusing on Vietnam, the study provides fresh insights surrounding the development pathway for firms in emerging markets.
Original languageEnglish
Pages (from-to)606-628
Number of pages23
JournalInternational Marketing Review
Volume34
Issue number5
DOIs
Publication statusPublished - 2017
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2017, © Emerald Publishing Limited.

Keywords

  • Emerging markets (Vietnam)
  • Export performance
  • Marketing capabilities
  • Moderating impact
  • Relational capability
  • The resource-based view

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