Export market effectiveness: the role of export commitment, innovativeness and marketing capabilities

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Vicente, Margarida and Seabra, Cláudia and Antunes, Maria José (2015) Export market effectiveness: the role of export commitment, innovativeness and marketing capabilities. In: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain .

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Event: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain
Abstract:Drawing on the resource-based view, this study investigates the way that export commitment and innovativeness contribute to marketing capabilities development, and the effect of all these factors on export market effectiveness. We use a survey data of 202 exporting manufacturing firms based in Portugal to test the relationships between the constructs analyzed in this study. The findings demonstrate that a high export commitment tends to cultivate a higher degree of innovativeness, which in turn allows firms to develop superior marketing capabilities (i.e., pricing, new product development, marketing communication and distribution capabilities). Export commitment and new product development capability have a direct impact on export market effectiveness.
Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:Export commitment; Innovativeness; Marketing capabilities; Export market effectiveness
Link to this item:http://dx.doi.org/10.3990/2.323
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