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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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    5. 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.
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    8. 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.
    9. 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.
    10. Jie Wu & Zhenzhong Ma, 2016. "Export Intensity and MNE Customers’ Environmental Requirements: Effects on Local Chinese Suppliers’ Environment Strategies," Journal of Business Ethics, Springer, vol. 135(2), pages 327-339, May.
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    13. Ruize Cai & Kyung Hwan Yun & Minho Kim, 2022. "Financing Constraints and Corporate Value in China: The Moderating Role of Multinationality and Ownership Type," Sustainability, MDPI, vol. 14(19), pages 1-22, September.
    14. Jie Wu & Kathryn Rudie Harrigan & Siah Hwee Ang & Zefu Wu, 2019. "The impact of imitation strategy and R&D resources on incremental and radical innovation: evidence from Chinese manufacturing firms," The Journal of Technology Transfer, Springer, vol. 44(1), pages 210-230, February.
    15. Judith Cavazos-Arroyo & Rogelio Puente-Diaz, 2019. "The Influence of Marketing Capability in Mexican Social Enterprises," Sustainability, MDPI, vol. 11(17), pages 1-15, August.
    16. 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.
    17. 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.
    18. Aurora Calderón-Martínez & Enar Ruiz-Conde, 2015. "Leading emerging markets: capturing and diffusing scientific knowledge through research-oriented repositories," Scientometrics, Springer;Akadémiai Kiadó, vol. 104(3), pages 907-930, September.
    19. Vivy Kristinae & Roby Sambung & Meitiana Sahay, 2019. "The Role Of Entrepreneurial Orientation In Product Innovation In Emerging Markets On The Local Products," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 4(2), pages 35-44, September.
    20. Jie Wu, 2013. "Diverse Institutional Environments and Product Innovation of Emerging Market Firms," Management International Review, Springer, vol. 53(1), pages 39-59, February.
    21. 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.
    22. Jie Wu & Hongxin Zhao, 2015. "The Dual Effects of State Ownership on Export Activities of Emerging Market Firms: An Inducement–Constraint Perspective," Management International Review, Springer, vol. 55(3), pages 421-451, June.
    23. 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.
    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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