Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team

Abstract

Purpose

This study examines the marketing performance of firms from an international dynamic marketing capability perspective. It also investigates the moderating role of marketing leadership teams to improve organizations' international marketing performance.

Design/methodology/approach

The authors used dynamic capability view and other related literature to develop a theoretical model, which was validated with the structural equation modelling technique, considering a sample of 455 respondents from Indian firms. The authors also used the multigroup analysis method to examine the moderating impacts of a firm's marketing leadership team on their international marketing performance.

Findings

There is a positive relationship between a firm's dynamic ability factors and its international dynamic-marketing capabilities. The study also finds that a firm's marketing leadership team has a significant positive moderating impact on improving its international marketing performance.

Research limitations/implications

The unique theory-based model clearly explains how a firm's dynamic abilities impact international dynamic marketing capability, which then impacts its international marketing performance. This model can help practitioners, researchers and academicians to understand the significance of a firm's international dynamic capability on international marketing performance. The study also helps firms to understand the moderating influence of marketing leadership teams to improve international marketing performance.

Originality/value

This study adds value to the body of literature on international dynamic marketing, international marketing performance and international marketing knowledge management, on which, until now, few other studies have focused. Thus, this research is unique. The proposed model of international dynamic marketing is also unique with high explanative power.

Citation

Chatterjee, S., Chaudhuri, R. and Vrontis, D. (2024), "Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team", International Marketing Review, Vol. 41 No. 1, pp. 138-161. https://doi.org/10.1108/IMR-05-2022-0107