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Does Marketing Capability Enhance Performance of Emerging Market Firms? A Multiple Country Study
Jie Wu
Conference Name2011 Academy of International Business
Source PublicationProceedings of the 53rd Annual Meeting of the Academy of International Business " International Business for Sustainable World Development"
Conference DateJune 24-28, 2011
Conference PlaceNagoya, Japan

Previous studies have shown that marketing capability can enhance firm performance for developed market firms. However, this benefit may not necessarily hold for emerging market firms because of their relative inferior marketing capability and under-developed institutional environment. In this study, we investigate when marketing capability can help the firm achieve superior performance. We argue that a positive effect of marketing capability of emerging marketing firms on superior performance is more likely to occur in emerging marketing firms with a higher percentage of foreign ownership or when competitive intensity in external environment is high. However, this positive relationship is less likely to exist in emerging marketing firms with old age or when legal system in the home country evolves to a high level.

Fulltext Access
Document TypeConference paper
AffiliationUniversity of Macau
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Jie Wu. Does Marketing Capability Enhance Performance of Emerging Market Firms? A Multiple Country Study[C],2011:83.
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