Ponencia
Export Market Effectiveness: The Role of Export Commitment, Innovativeness and Marketing Capabilities
Autor/es | Vicente, Margarida
Antunes, Maria José Seabra, Cláudia |
Fecha de publicación | 2015 |
Fecha de depósito | 2017-03-02 |
Publicado en |
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ISBN/ISSN | 9789036540568 |
Resumen | 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 ... 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 |
Cita | Vicente, M., Antunes, M.J. y Seabra, C. (2015). Export Market Effectiveness: The Role of Export Commitment, Innovativeness and Marketing Capabilities. En 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users (1-12), Sevilla: University of Twente. |
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Export Market Effectiveness.pdf | 217.4Kb | [PDF] | Ver/ | |