IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i2p579-d477527.html
   My bibliography  Save this article

The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market

Author

Listed:
  • Caroline Reimann

    (Faculty of Economics, University of Coimbra, 3004-504 Coimbra, Portugal)

  • Fernando Carvalho

    (CeBER, Faculty of Economics, University of Coimbra, 3004-504 Coimbra, Portugal)

  • Marcelo Duarte

    (CeBER, Faculty of Economics, University of Coimbra, 3004-504 Coimbra, Portugal)

Abstract

The present investigation aims study the sustainability of the business model of the Portuguese SMEs operating in the B2B International market analyzing the influence of dynamic marketing capabilities and adaptive marketing capabilities in their international marketing performance. It will also analyze the moderating effects of Competitive Intensity within this international scenario. A quantitative study was developed, using a questionnaire as a research method. In total, 335 valid responses were collected from Portuguese SMEs in June 2020. To test the hypotheses, multiple hierarchical regressions were performed. As for the analyzes involving Competitive Intensity environments, namely low and high intensity, dummies were developed to evaluate the different effects produced by the capacities in the International Marketing Performance. This study shows the positive impact of the dynamic marketing capabilities and adaptive marketing capabilities on the international marketing performance of the surveyed companies, essentially from the product development management, supply chain management, vigilant market learning and open marketing. when in a low competitive intensity environment only dynamic marketing capabilities had a positive effect on performance, but in a high, competitive, intensity environment both dynamic marketing capabilities and adaptive marketing capabilities showed positive effects in relation to performance. This study innovates by bringing international marketing, through two marketing capacities, from the perspective of SMEs that perform B2B activities.

Suggested Citation

  • Caroline Reimann & Fernando Carvalho & Marcelo Duarte, 2021. "The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:579-:d:477527
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/2/579/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/2/579/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cacciolatti, Luca & Lee, Soo Hee, 2016. "Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power," Journal of Business Research, Elsevier, vol. 69(12), pages 5597-5610.
    2. Beck, Thorsten & Demirguc-Kunt, Asli, 2006. "Small and medium-size enterprises: Access to finance as a growth constraint," Journal of Banking & Finance, Elsevier, vol. 30(11), pages 2931-2943, November.
    3. S. Arunachalam & Sridhar N. Ramaswami & Pol Herrmann & Doug Walker, 2018. "Innovation pathway to profitability: the role of entrepreneurial orientation and marketing capabilities," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 744-766, July.
    4. Buccieri, Dominic & Javalgi, Raj G. & Cavusgil, Erin, 2020. "International new venture performance: Role of international entrepreneurial culture, ambidextrous innovation, and dynamic marketing capabilities," International Business Review, Elsevier, vol. 29(2).
    5. Hélène Laurell & Leona Achtenhagen & Svante Andersson, 2017. "The changing role of network ties and critical capabilities in an international new venture’s early development," International Entrepreneurship and Management Journal, Springer, vol. 13(1), pages 113-140, March.
    6. G. Tomas M. Hult & David J. Ketchen & Stanley F. Slater, 2005. "Market orientation and performance: an integration of disparate approaches," Strategic Management Journal, Wiley Blackwell, vol. 26(12), pages 1173-1181, December.
    7. Gnizy, Itzhak, 2019. "The role of inter-firm dispersion of international marketing capabilities in marketing strategy and business outcomes," Journal of Business Research, Elsevier, vol. 105(C), pages 214-226.
    8. Ma, Xufei & Yao, Xiaotao & Xi, Youmin, 2009. "How do interorganizational and interpersonal networks affect a firm's strategic adaptive capability in a transition economy?," Journal of Business Research, Elsevier, vol. 62(11), pages 1087-1095, November.
    9. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    10. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
    11. Richard L Daft & Juhani Sormunen & Don Parks, 1988. "Chief executive scanning, environmental characteristics, and company performance: An empirical study," Strategic Management Journal, Wiley Blackwell, vol. 9(2), pages 123-139, March.
    12. Adina-Iuliana Jigani & Camelia Delcea & Corina Ioanăș, 2020. "Consumers’ Behavior in Selective Waste Collection: A Case Study Regarding the Determinants from Romania," Sustainability, MDPI, vol. 12(16), pages 1-35, August.
    13. Sanna Joensuu-Salo & Kirsti Sorama & Anmari Viljamaa & Elina Varamäki, 2018. "Firm Performance among Internationalized SMEs: The Interplay of Market Orientation, Marketing Capability and Digitalization," Administrative Sciences, MDPI, vol. 8(3), pages 1-13, July.
    14. Eric (Er) Fang & Shaoming Zou, 2009. "Antecedents and consequences of marketing dynamic capabilities in international joint ventures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 40(5), pages 742-761, June.
    15. Martin, Silvia L. & Javalgi, Rajshekhar (Raj) G. & Ciravegna, Luciano, 2020. "Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence," Journal of Business Research, Elsevier, vol. 107(C), pages 25-37.
    16. Stavroula Spyropoulou & Constantine S. Katsikeas & Dionysis Skarmeas & Neil A. Morgan, 2018. "Strategic goal accomplishment in export ventures: the role of capabilities, knowledge, and environment," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 109-129, January.
    17. Solano Acosta, Alexandra & Herrero Crespo, Ángel & Collado Agudo, Jesús, 2018. "Effect of market orientation, network capability and entrepreneurial orientation on international performance of small and medium enterprises (SMEs)," International Business Review, Elsevier, vol. 27(6), pages 1128-1140.
    18. Zahra, Shaker A. & Covin, Jeffrey G., 1995. "Contextual influences on the corporate entrepreneurship-performance relationship: A longitudinal analysis," Journal of Business Venturing, Elsevier, vol. 10(1), pages 43-58, January.
    19. Gabriele Santoro & Alberto Ferraris & Elisa Giacosa & Guido Giovando, 2018. "How SMEs Engage in Open Innovation: a Survey," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 9(2), pages 561-574, June.
    20. Daniel Levinthal & Claus Rerup, 2006. "Crossing an Apparent Chasm: Bridging Mindful and Less-Mindful Perspectives on Organizational Learning," Organization Science, INFORMS, vol. 17(4), pages 502-513, August.
    21. Davcik, Nebojsa S. & Cardinali, Silvio & Sharma, Piyush & Cedrola, Elena, 2021. "Exploring the role of international R&D activities in the impact of technological and marketing capabilities on SMEs’ performance," Journal of Business Research, Elsevier, vol. 128(C), pages 650-660.
    22. Martin, Silvia L. & Javalgi, Rajshekhar (Raj) G., 2016. "Entrepreneurial orientation, marketing capabilities and performance: The Moderating role of Competitive Intensity on Latin American International New Ventures," Journal of Business Research, Elsevier, vol. 69(6), pages 2040-2051.
    23. Mariola Ciszewska-Mlinarič & Piotr Trąpczyński, 2019. "Foreign Market Adaptation and Performance: The Role of Institutional Distance and Organizational Capabilities," Sustainability, MDPI, vol. 11(6), pages 1-19, March.
    24. Jan Johanson & Jan-Erik Vahlne, 1977. "The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Market Commitments," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 8(1), pages 23-32, March.
    25. K Hewett & M S Roth & K Roth, 2003. "Conditions influencing headquarters and foreign subsidiary roles in marketing activities and their effects on performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(6), pages 567-585, November.
    26. Falahat, Mohammad & Ramayah, T. & Soto-Acosta, Pedro & Lee, Yan-Yin, 2020. "SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance," Technological Forecasting and Social Change, Elsevier, vol. 152(C).
    27. Laddawan Lekmat & Christopher Selvarajah & Chandana Hewege, 2018. "Relationship between Market Orientation, Entrepreneurial Orientation, and Firm Performance in Thai SMEs: The Mediating Role of Marketing Capabilities," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 17(3), pages 213-237, December.
    28. Nakos, George & Dimitratos, Pavlos & Elbanna, Said, 2019. "The mediating role of alliances in the international market orientation-performance relationship of smes," International Business Review, Elsevier, vol. 28(3), pages 603-612.
    29. Shantanu Dutta & Om Narasimhan & Surendra Rajiv, 1999. "Success in High-Technology Markets: Is Marketing Capability Critical?," Marketing Science, INFORMS, vol. 18(4), pages 547-568.
    30. S. Arunachalam & Sridhar N. Ramaswami & Pol Herrmann & Doug Walker, 2018. "Correction to: Innovation pathway to profitability: the role of entrepreneurial orientation and marketing capabilities," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 767-767, July.
    31. Guo, Huiling & Xu, Hangjun & Tang, Chuanyi & Liu-Thompkins, Yuping & Guo, Zhaoyang & Dong, Baobao, 2018. "Comparing the impact of different marketing capabilities: Empirical evidence from B2B firms in China," Journal of Business Research, Elsevier, vol. 93(C), pages 79-89.
    32. Liat Eldor, 2020. "How Collective Engagement Creates Competitive Advantage for Organizations: A Business‐Level Model of Shared Vision, Competitive Intensity, and Service Performance," Journal of Management Studies, Wiley Blackwell, vol. 57(2), pages 177-209, March.
    33. Jian Shen & Zhenquan Sha & Yenchun Jim Wu, 2020. "Enterprise Adaptive Marketing Capabilities and Sustainable Innovation Performance: An Opportunity–Resource Integration Perspective," Sustainability, MDPI, vol. 12(2), pages 1-15, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cheng Lu & Tongyu Gu & Jie Chen & Zunli Liu, 2021. "Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China," Sustainability, MDPI, vol. 13(22), pages 1-17, November.
    2. Leo Aldianto & Grisna Anggadwita & Anggraeni Permatasari & Isti Raafaldini Mirzanti & Ian O. Williamson, 2021. "Toward a Business Resilience Framework for Startups," Sustainability, MDPI, vol. 13(6), pages 1-19, March.
    3. Rajan, Bharath & Salunkhe, Uday & Kumar, V., 2023. "Understanding customer engagement in family firms: A conceptual framework," Journal of Business Research, Elsevier, vol. 154(C).
    4. Hazem Ali & Min Li & Zhongli Wu & Xunmin Qiu, 2023. "An Examination of the Identification and Exploitation of International Opportunities Among Chinese Traditional SMEs," SAGE Open, , vol. 13(3), pages 21582440231, September.
    5. Kinias, Ioannis & Chalis, Spyridon & Glyptis, Loukas, 2023. "Family business research: A systematic review and an uncelebrated role of marketing," Journal of Business Research, Elsevier, vol. 162(C).
    6. Hazem Ali & Min Li & Xunmin Qiu & Qamar Farooq, 2023. "Global Mindset and Adaptive Marketing Capabilities in the Internationalization of Mature Chinese SMEs: International Opportunity Perspective," Sustainability, MDPI, vol. 15(3), pages 1-19, January.
    7. AL Kayid, Wejdan & Jin, Zhongqi & Priporas, Constantinos-Vasilios & Ramakrishnan, Sumeetra, 2022. "Defining family business efficacy: An exploratory study," Journal of Business Research, Elsevier, vol. 141(C), pages 713-725.
    8. Tamer H. Elsharnouby & Said Elbanna & Allam Abu Farha & Nasrina Mauji, 2024. "Exploring critical internal enablers to SMEs export performance: evidence from Qatar," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mitrega, Maciej & Siemieniako, Dariusz & Makkonen, Hannu & Kubacki, Krzysztof & Bresciani, Stefano, 2021. "Versatile capabilities for growth in the context of transforming countries: Evidence from Polish manufacturing companies," Journal of Business Research, Elsevier, vol. 134(C), pages 156-170.
    2. Hoque, Mohammad Tayeenul & Nath, Prithwiraj & Ahammad, Mohammad Faisal & Tzokas, Nikolaos & Yip, Nick, 2022. "Constituents of dynamic marketing capability: Strategic fit and heterogeneity in export performance," Journal of Business Research, Elsevier, vol. 144(C), pages 1007-1023.
    3. Khan, Huda & Khan, Zaheer, 2021. "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," International Business Review, Elsevier, vol. 30(6).
    4. Bodlaj, Mateja & Čater, Barbara, 2022. "Responsive and proactive market orientation in relation to SMEs’ export venture performance: The mediating role of marketing capabilities," Journal of Business Research, Elsevier, vol. 138(C), pages 256-265.
    5. Guo, Huiling & Xu, Hangjun & Tang, Chuanyi & Liu-Thompkins, Yuping & Guo, Zhaoyang & Dong, Baobao, 2018. "Comparing the impact of different marketing capabilities: Empirical evidence from B2B firms in China," Journal of Business Research, Elsevier, vol. 93(C), pages 79-89.
    6. Hongyi Mao & Zongjun Wang & Lin Yi, 2021. "Does Entrepreneurial Orientation Lead to Successful Sustainable Innovation? The Evidence from Chinese Environmentally Friendly Companies," Sustainability, MDPI, vol. 13(18), pages 1-19, September.
    7. Osama Musa Ali Al-Darras & Cem Tanova, 2022. "From Big Data Analytics to Organizational Agility: What Is the Mechanism?," SAGE Open, , vol. 12(2), pages 21582440221, June.
    8. Buccieri, Dominic & Javalgi, Raj G. & Cavusgil, Erin, 2023. "Role of opportunity creation between reconfiguration and innovation: Insights from emerging market international new ventures," International Business Review, Elsevier, vol. 32(4).
    9. Soluk, Jonas & Decker-Lange, Carolin & Hack, Andreas, 2023. "Small steps for the big hit: A dynamic capabilities perspective on business networks and non-disruptive digital technologies in SMEs," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    10. Xiaolin Li & Changyu Wang, 2022. "Entrepreneurial bricolage and marketing capability: contingent roles of market turbulence and strategic flexibility," Asian Business & Management, Palgrave Macmillan, vol. 21(3), pages 458-481, July.
    11. Michael Sheppard, 2023. "The behavioural gap between entrepreneurial SME’s and high growth: evidence from Canada," International Entrepreneurship and Management Journal, Springer, vol. 19(1), pages 427-449, March.
    12. Heredia Pérez, Jorge A. & Geldes, Cristian & Kunc, Martin H. & Flores, Alejandro, 2023. "The effect of local institutions on the competitive strategies of exporters. The case of emerging economies in Latin America," Journal of Business Research, Elsevier, vol. 169(C).
    13. Christian Homburg & Dominik M. Wielgos, 2022. "The value relevance of digital marketing capabilities to firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 666-688, July.
    14. Ko, Woo Li & Kim, Sang Yong & Lee, Jong-Ho & Song, Tae Ho, 2020. "The effects of strategic alliance emphasis and marketing efficiency on firm value under different technological environments," Journal of Business Research, Elsevier, vol. 120(C), pages 453-461.
    15. Morgan, Neil A. & Slotegraaf, Rebecca J. & Vorhies, Douglas W., 2009. "Linking marketing capabilities with profit growth," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 284-293.
    16. Antonia Mohedano-Suanes & María-Ángeles Revilla-Camacho & Dolores Garzón, 2021. "Innovation orientation and long-term performance: The mediating role of market perception capability," International Entrepreneurship and Management Journal, Springer, vol. 17(2), pages 741-757, June.
    17. Buccieri, Dominic & Park, JiEun, 2022. "Entrepreneurial marketing and reconfiguration towards post-entry performance: Moderating effects of market dynamism and entry mode," Journal of Business Research, Elsevier, vol. 148(C), pages 89-100.
    18. Quan Anh Nguyen & Gillian Sullivan Mort, 0. "Conceptualising organisational-level and microfoundational capabilities: an integrated view of born-globals’ internationalisation," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-23.
    19. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    20. Sun, Wenbin & Price, Joseph & Ding, Yuan, 2019. "The longitudinal effects of internationalization on firm performance: The moderating role of marketing capability," Journal of Business Research, Elsevier, vol. 95(C), pages 326-337.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:579-:d:477527. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.