TY - JOUR
T1 - Constituents of dynamic marketing capability
T2 - Strategic fit and heterogeneity in export performance
AU - Hoque, Mohammad Tayeenul
AU - Nath, Prithwiraj
AU - Ahammad, Mohammad Faisal
AU - Tzokas, Nikolaos
AU - Yip, Nick
PY - 2022/5/1
Y1 - 2022/5/1
N2 - Using the Resource Based View and Dynamic Capability theoretical lenses, this paper provides such a strategic treatise in exploring how the underlying dimensions of DMC can be understood within a higher-order DMC strategy and the influence of the latter upon the export performance of firms from an emerging market. The empirical findings drawn from a sample of 315 exporters representing eight industries from Bangladesh show that the DMC is a second-order latent construct consisting of four marketing capabilities: proactive market orientation, brand management capability, new product development capability, and customer relationship management capability. Additionally, this study identified three clusters of firms and showed that, among them, enthusiastic embracers—which are characterized by high levels of activity across marketing capabilities, such as proactive market orientation and brand management capability—achieve better performance.
AB - Using the Resource Based View and Dynamic Capability theoretical lenses, this paper provides such a strategic treatise in exploring how the underlying dimensions of DMC can be understood within a higher-order DMC strategy and the influence of the latter upon the export performance of firms from an emerging market. The empirical findings drawn from a sample of 315 exporters representing eight industries from Bangladesh show that the DMC is a second-order latent construct consisting of four marketing capabilities: proactive market orientation, brand management capability, new product development capability, and customer relationship management capability. Additionally, this study identified three clusters of firms and showed that, among them, enthusiastic embracers—which are characterized by high levels of activity across marketing capabilities, such as proactive market orientation and brand management capability—achieve better performance.
KW - Resource Based View
KW - Dynamic capability
KW - Dynamic marketing capability
KW - Export
KW - Firm performance
KW - Emerging market
KW - Strategic Configuration
KW - Emerging market, Strategic Configuration
UR - http://www.scopus.com/inward/record.url?scp=85125113721&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2022.02.011
DO - 10.1016/j.jbusres.2022.02.011
M3 - Article
VL - 144
SP - 1007
EP - 1023
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -