PHAM, Thi Song Hanh, MONKHOUSE, Lien Le and BARNES, Bradley Richard (2017). The influence of relational capability and marketing capabilities on the export performance of emerging market firms. International Marketing Review, 34 (5), 606-628. [Article]
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Pham-InfluenceOfRelationalCapabilities(AM).pdf - Accepted Version
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Pham-InfluenceOfRelationalCapabilities(AM).pdf - Accepted Version
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Abstract
Purpose - Drawing on the resource based view this study focuses on the influence of
relational capability and marketing capabilities on export performance. The study also
examines the interaction effects of relational capability on the marketing capabilities - export
performance relationships.
Design/ methodology/ approach - A stratified random sample of 1,047 exporting firms were
approached. Survey data was collected from 333 Vietnamese exporting firms and analysed
using hierarchical moderated regression.
Findings - The results reveal that a firm’s relational capability not only strengthens the
efficiency of the export pricing capability – performance, marketing intelligence capability –
performance, and marketing communication capability - performance relationships, but is
also the strongest predictor of export performance amongst those capabilities identified.
Whilst engagement in market intelligence, product development, price setting and
promotional activities have a positive payoff, our findings confirm there is less need for
exporters to engage in after-sales service and distribution capabilities.
Originality/value - The study introduces the notion of relational capability alongside export
marketing capabilities as predictors of export performance. We also examine the moderating
influence of relational capability on the link between export marketing capabilities and export
performance. By focusing on Vietnam, the study provides fresh insights surrounding the
development pathway for firms in emerging markets.
Keywords: Relational capability, marketing capabilities, moderating impact, export
performance, the resource-based view, emerging markets, Vietnam.
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