Anna Kaleka, Neil A.Morganb
Keywords: Strategic intentions.Marketing capabilities Market. performance. Cost efficiency Differentiation, Competitive intensity International marketing Performance feedback Exporting 1
Industrial Marketing Management
A B S T R A C T
Drawing fromtwo strategic views of the firm—the capability-based viewand performance-feedback theory—this study examines the role of both marketing capabilities and current market performance as potential influencers
of two key aspects of the intended future competitive strategy of firms operating in international markets: efficiency and marketing differentiatio . Hypotheses are developed and tested in a survey of a sample of British exportingmanufacturers. The findings are supportive of a more prominent role ofmarketing capabilities over recent market performance on future strategic intentions in export markets. Additional analyses of firms with an already established market position reveal a clear effect of informational capability on marketing differentiation and of product development capability and current market performance on efficiency intentions. We also find that target international market competitive intensity is a direct driver of efficiency-related but not differentiation- related strategic intentions
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