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首页> 外文期刊>Journal of Business Research >Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence
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Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence

机译：营销能力和国际新创企业绩效：营销传播的中介作用和技术动荡的调节作用

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摘要

Few studies have examined marketing capabilities as a source of competitive advantage in the international entrepreneurship (IE) field. Empirical evidence in the international new ventures (INVs) literature that considers the strategic interplay of marketing capabilities in developing new markets overseas is scant. Building upon the resource based view, this study develops a model of the relationships among marketing capabilities-competitive strategy-export venture performance. The sample used in this study includes INVs from an emerging country (Mexico) and provides a unique research setting for shedding additional light on these relationships. The findings suggest marketing communication mediates the relationship between marketing capabilities and competitive strategy. Moreover, this study reveals the moderating effect of technological turbulence, which strengths two relationships, one between marketing capabilities and marketing communication, and the other, between marketing communication and competitive strategy. The study findings have important implications for research on IE and new venture decision-making.
机译：很少有研究将营销能力作为国际企业家精神（IE）领域竞争优势的来源。国际新创企业（INV）文献中缺乏经验证据，这些文献认为营销能力在海外开拓新市场中的战略相互作用。基于资源的观点，本研究建立了营销能力-竞争战略-出口风险绩效之间关系的模型。本研究中使用的样本包括来自新兴国家（墨西哥）的INV，并提供了独特的研究环境，以进一步阐明这些关系。调查结果表明，营销传播可以介导营销能力与竞争策略之间的关系。此外，本研究揭示了技术动荡的调节作用，这种作用加强了两种关系，一种是营销能力与营销传播之间的关系，另一种是营销传播与竞争策略之间的关系。研究结果对IE和新风险决策的研究具有重要意义。

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