Impact of marketing effectiveness and capabilities, and export market orientation on export performance: Evidence from Turkey
Abstract
Purpose
The purpose of this paper is to examine the relationships between marketing effectiveness, marketing capabilities, export market orientation and export performance.
Design/methodology/approach
The research analyses whether export market orientation, marketing effectiveness and marketing capabilities are antecedents of export performance with structural equation modelling. Data to test the model were obtained through a structured survey of 443 export companies operating in the Aegean region of Turkey. After explanatory and confirmatory factor analysis, the structural model was tested.
Findings
The findings suggest that export market orientation has a significant impact on marketing capabilities and marketing effectiveness, and that marketing effectiveness has a significant impact on export performance. This indicates that export market orientation is central to the development of marketing capabilities, while marketing effectiveness contributes to explaining export performance.
Research limitations/implications
There are several limitations of the research. The first significant limitation is that the variables had various sub-dimensions. The second limitation is about sampling of the research that it is not specific to a particular sector.
Practical implications
This paper provides useful insights to exporters on market orientation, focal dimensions of marketing effectiveness and marketing capabilities that would help them enhance their export performance.
Originality/value
Using the resource-based view, this paper contributes to the explanation for export performance by assessing the role of export market orientation behaviour on marketing capabilities and marketing effectiveness.
Keywords
Acknowledgements
The authors thank the Scientific and Technological Research Council of Turkey (TUBITAK) and the Institution of Higher Education of Turkey for their financial support in developing this article. They also thank the blind reviewers whose suggestions and comments have been extremely helpful in improving the quality of our manuscripts.
Citation
Kayabasi, A. and Mtetwa, T. (2016), "Impact of marketing effectiveness and capabilities, and export market orientation on export performance: Evidence from Turkey", European Business Review, Vol. 28 No. 5, pp. 532-559. https://doi.org/10.1108/EBR-11-2014-0084
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited