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

Authors: Osman Mohamad, Craig C. Julian, Zafar U. Ahmed, Phadett Tooksoon

Addresses: Graduate School of Business, Universiti Sains Malaysia, 11800 Penang, Malaysia. ' Southern Cross Business School, Southern Cross University, Locked Bag 4, Coolangatta 4225, Australia. ' Graduate School of Management, University Putra Malaysia, 43400 City of Serdang, State of Selangor Darul Ehsan, Malaysia. ' Faculty of Business Administration, Rajamangala University of Technology, Tak 63000, Thailand

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.

Keywords: marketing capabilities; Thailand; export marketing performance; multiple regression analysis; exports; product capability; pricing capability; distribution capability; promotion capability; developing countries.

DOI: 10.1504/IJTGM.2011.041763

International Journal of Trade and Global Markets, 2011 Vol.4 No.3, pp.290 - 310

Published online: 08 Apr 2015 *

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