Title

The marketing capabilities-performance relationship: the empirical link in export ventures

Document Type

Article

Publication details

Mohamad, O, Julian, CC, Ahmed, ZU & Tooksoon, P 2011, 'The marketing capabilities-performance relationship: the empirical link in export ventures', International Journal of Trade and Global Markets, vol. 4, no. 3, pp. 290-310.

The publisher's version of this article is available at

http://dx.doi.org/10.1504/IJTGM.2011.041763

Peer Reviewed

Peer-Reviewed

Abstract

This study examines the empirical link between marketing capabilities (product capability, pricing capability, distribution capability and promotion capability) and export marketing performance in export market ventures in a developing country context. The study was based on an empirical investigation of firms involved in exporting to foreign countries from Thailand. The study findings suggest that product, pricing and promotion capability all had a significant positive impact on export marketing performance. The study findings further suggest that marketing capabilities is a multi-dimensional construct.