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- W3163333825 abstract "• Marketing skills and market responsiveness are vital for emerging market exporting firms operating in advanced markets. • Market responsiveness mediates the influence of marketing skills on marketing performance. • The mediating influence of market responsiveness is positively moderated by competitive intensity of advanced markets. Emerging market exporting firms in advanced economies must manage a highly dynamic landscape owing to factors such as changing market needs and fierce competition. Hence, these firms need to develop unique marketing skills for superior performance. Accordingly, this study draws on the resource-based and dynamic capability theory to empirically examine the role of marketing skills in developing a dynamic capability—market responsiveness—for improved marketing performance, and the changes in this relationship under highly competitive intensity. Using a sample (n = 98) of firms originating from an emerging market (Pakistan) mainly exporting to advanced markets (the United Kingdom, the United States or both), the findings show that marketing skills, positively mediated by market responsiveness, influence the marketing performance of such firms in advanced markets. The indirect relationship is positively moderated by a higher level of competitive intensity. This study extends the dynamic capability and export marketing streams of literature, particularly for emerging market exporting firms in advanced markets, and provides useful performance implications to export marketing managers." @default.
- W3163333825 created "2021-05-24" @default.
- W3163333825 creator A5003071337 @default.
- W3163333825 creator A5051935433 @default.
- W3163333825 date "2021-12-01" @default.
- W3163333825 modified "2023-10-06" @default.
- W3163333825 title "The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity" @default.
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- W3163333825 doi "https://doi.org/10.1016/j.ibusrev.2021.101860" @default.
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