The effect of export marketing capabilities on export performance: Moderating role of dysfunctional competition

Boso, Nathaniel, Adeola, Ogechi, Danso, Albert and Assadinia, Shahin (2019) The effect of export marketing capabilities on export performance: Moderating role of dysfunctional competition. Industrial Marketing Management, 78. pp. 137-145. ISSN 0019-8501

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    Abstract

    This study utilizes multiple-informant and time-lagged primary data from 162 industrial exporting firms in Sub- Saharan Africa to contribute to an understanding of when export marketing capabilities can be deployed to drive export performance. The study finds that market responsiveness capability drives export performance when it is deployed together with a product innovation capability. The joint effect of both capabilities on export performance is weakened at high levels of dysfunctional competition in export market environment. The findings suggest that a stronger capability to respond to export market needs and a greater competence in introducing new products in export markets are not always beneficial in Sub-Saharan African markets as the resulting export performance outcome is dependent upon degrees of dysfunctional competition.

    Item Type: Article
    Uncontrolled Keywords: export marketing capabilities,export performance,dysfunctional competition,business-to-business setting,sub-saharan africa
    Faculty \ School: Faculty of Social Sciences > Norwich Business School
    Depositing User: Pure Connector
    Date Deposited: 22 Sep 2017 06:06
    Last Modified: 10 Apr 2019 11:30
    URI: https://ueaeprints.uea.ac.uk/id/eprint/64941
    DOI: 10.1016/j.indmarman.2017.09.006

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