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Pham, Thi Song Hanh; Monkhouse, Lien Le; Barnes, Bradley Richard (2017)
Publisher: Emerald
Languages: English
Types: Article
Subjects:
Purpose - Drawing on the resource based view this study focuses on the influence of \ud relational capability and marketing capabilities on export performance. The study also \ud examines the interaction effects of relational capability on the marketing capabilities - export \ud performance relationships. \ud Design/ methodology/ approach - A stratified random sample of 1,047 exporting firms were \ud approached. Survey data was collected from 333 Vietnamese exporting firms and analysed \ud using hierarchical moderated regression. \ud Findings - The results reveal that a firm’s relational capability not only strengthens the \ud efficiency of the export pricing capability – performance, marketing intelligence capability – \ud performance, and marketing communication capability - performance relationships, but is \ud also the strongest predictor of export performance amongst those capabilities identified. \ud Whilst engagement in market intelligence, product development, price setting and \ud promotional activities have a positive payoff, our findings confirm there is less need for \ud exporters to engage in after-sales service and distribution capabilities. \ud Originality/value - The study introduces the notion of relational capability alongside export \ud marketing capabilities as predictors of export performance. We also examine the moderating \ud influence of relational capability on the link between export marketing capabilities and export \ud performance. By focusing on Vietnam, the study provides fresh insights surrounding the \ud development pathway for firms in emerging markets. \ud Keywords: Relational capability, marketing capabilities, moderating impact, export \ud performance, the resource-based view, emerging markets, Vietnam.
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