The effect of export marketing capabilities on export performance: Moderating role of dysfunctional competition

Nathaniel Boso, Ogechi Adeola, Albert Danso, Shahin Assadinia

Research output: Contribution to journalArticle

13 Citations (Scopus)
18 Downloads (Pure)

Abstract

This study utilizes multiple-informant and time-lagged primary data from 162 industrial exporting firms in Sub- Saharan Africa to contribute to an understanding of when export marketing capabilities can be deployed to drive export performance. The study finds that market responsiveness capability drives export performance when it is deployed together with a product innovation capability. The joint effect of both capabilities on export performance is weakened at high levels of dysfunctional competition in export market environment. The findings suggest that a stronger capability to respond to export market needs and a greater competence in introducing new products in export markets are not always beneficial in Sub-Saharan African markets as the resulting export performance outcome is dependent upon degrees of dysfunctional competition.
Original languageEnglish
Pages (from-to)137-145
Number of pages9
JournalIndustrial Marketing Management
Volume78
Early online date19 Sep 2017
DOIs
Publication statusPublished - Apr 2019

Keywords

  • Export marketing capabilities
  • Export performance
  • Dysfunctional competition
  • Business-to-business setting
  • Sub-Saharan Africa

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