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Marketing capabilities, institutional development, and the performance of emerging market firms: A multinational study

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  • Wu, Jie

Abstract

Data on 19,653 firms from 73 emerging economies on four continents were analyzed to examine how a firm's marketing capabilities affect its performance. The results show that the relationship is systematically moderated by the level of institutional development in an emerging market. Economic conditions, legislative institutions and social values all have an impact. Superior marketing capabilities have a stronger performance impact in countries with higher levels of economic development and in individualistic societies. These capabilities have a weaker impact in countries with strong legislative systems.

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  • Wu, Jie, 2013. "Marketing capabilities, institutional development, and the performance of emerging market firms: A multinational study," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 36-45.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:1:p:36-45
    DOI: 10.1016/j.ijresmar.2012.07.001
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    14. Arunachalam, S. & Ramaswami, Sridhar N. & Patel, Pankaj C. & Chai, Linlin, 2022. "Innovation-based strategic flexibility (ISF): Role of CEO ties with marketing and R&D," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 927-946.
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    16. Lasarov, Wassili & Mai, Robert & García de Frutos, Nieves & Egea, José Manuel Ortega & Hoffmann, Stefan, 2019. "Counter-arguing as barriers to environmentally motivated consumption reduction: A multi-country study," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 281-305.
    17. Jaideep Prabhu & Paul Tracey & Magda Hassan, 2017. "Marketing to the poor: an institutional model of exchange in emerging markets," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 101-122, December.
    18. Jie Wu, 2015. "Differentiated Customer Pressures and Environmental Policies in China," Business Strategy and the Environment, Wiley Blackwell, vol. 24(3), pages 175-189, March.
    19. Wu, Jie & Pangarkar, Nitin & Wu, Zefu, 2016. "The moderating effect of technology and marketing know-how in the regional-global diversification link: Evidence from emerging market multinationals," International Business Review, Elsevier, vol. 25(6), pages 1273-1284.
    20. Mora Cortez, Roberto & Johnston, Wesley J., 2018. "Needed B2B marketing capabilities: Insights from the USA and emerging Latin America," International Business Review, Elsevier, vol. 27(3), pages 594-609.
    21. Gölgeci, Ismail & Larimo, Jorma & Arslan, Ahmad, 2017. "Institutions and dynamic capabilities: Theoretical insights and research agenda for strategic entrepreneurship," Scandinavian Journal of Management, Elsevier, vol. 33(4), pages 243-252.
    22. Raassens, Néomie & Wuyts, Stefan & Geyskens, Inge, 2014. "The performance implications of outsourcing customer support to service providers in emerging versus established economies," International Journal of Research in Marketing, Elsevier, vol. 31(3), pages 280-292.
    23. Jie Wu, 2014. "The Antecedents of Corporate Social and Environmental Irresponsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 21(5), pages 286-300, September.
    24. Jie Wu & Zefu Wu, 2019. "ISO certification and new product success in an emerging market," Asian Business & Management, Palgrave Macmillan, vol. 18(1), pages 51-71, February.

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