Enhancing international marketing capability and export performance of emerging market SMEs in crises: strategic flexibility and digital technologies

IF 4.8 3区管理学 Q1 BUSINESS International Marketing Review Pub Date : 2023-01-03 DOI:10.1108/imr-12-2021-0350

Nadia Zahoor, Y. Lew

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引用次数: 8

Abstract

PurposeThis study investigates to what extent strategic flexibility of international strategic alliances (ISAs) affects export performance of emerging market small and medium-sized enterprises (ESMEs) via international marketing capability in crises. It also examines whether these ESMEs’ adoption of digital technology strengthens the impact of strategic flexibility of ISAs on international marketing capability.Design/methodology/approachBased on the international alliance and dynamic capability perspectives on strategic flexibility, the authors develop a conceptual model and empirically examine the mediation and moderation effects between strategic flexibility of ISAs, international marketing capability, export performance and adoption of digital technology. The authors collected survey data from 129 ESMEs located in Pakistan between May 2021 and August 2021 and tested the conceptual model with hierarchical-moderated regression analysis.FindingsThe findings suggest that strategic flexibility of ISAs positively impacts on export performance of ESMEs in crises. Moreover, the authors found that international marketing significantly mediates the relationship between strategic flexibility of ISAs and export performance of ESMEs. Also, the adoption of digital technologies significantly moderates the relationship between strategic flexibility of ISAs positively and international marketing capability.Originality/valueThe authors take strategic flexibility of ISAs in the context of the emerging market and how ESMEs enhance export performance in a time of crisis, which extends the prior ESMEs’ international marketing strategy and crisis management literature. In particular, the authors show that strategic flexibility of ISAs is a vital dynamic capability to enhance export performance of ESMEs via international marketing capability and adoption of digital technologies.

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在危机中提高新兴市场中小企业的国际营销能力和出口业绩：战略灵活性和数字技术

目的研究国际战略联盟的战略灵活性在多大程度上通过危机中的国际营销能力影响新兴市场中小企业的出口绩效。它还考察了这些ESME对数字技术的采用是否加强了ISAs的战略灵活性对国际营销能力的影响。设计/方法论/方法基于国际联盟和战略灵活性的动态能力视角，作者建立了一个概念模型，并实证检验了ISAs的战略灵活性、国际营销能力、出口绩效和数字技术采用之间的中介和调节效应。作者在2021年5月至2021年8月期间收集了位于巴基斯坦的129家ESME的调查数据，并用分层适度回归分析测试了概念模型。研究结果表明，ISAs的战略灵活性对危机中ESME的出口绩效产生了积极影响。此外，作者发现，国际营销在很大程度上调节了ISAs的战略灵活性与ESME出口绩效之间的关系。此外，数字技术的采用显著缓和了国际会计准则的战略灵活性与国际营销能力之间的关系。独创性/价值作者在新兴市场背景下采用了ISAs的战略灵活性，以及ESME如何在危机时期提高出口绩效，这扩展了先前ESME的国际营销战略和危机管理文献。特别是，作者表明，ISAs的战略灵活性是通过国际营销能力和采用数字技术来提高ESME出口绩效的重要动态能力。

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.