Marketing capabilities: do they matter in INVs?
Abstract
This paper examines the influence that marketing capabilities developed in international new ventures can have on their international performance and international geographical diversification. Rapid entry in foreign markets is also highlighted as a factor contributing to the development of marketing capabilities in international new ventures. The central concept advanced in the paper is that international new ventures generate competitive advantages associated with early internationalisation that derive from their influence on the development of marketing capabilities in these firms. The study's conclusions provide new keys for the literature on entrepreneurship and marketing, and will contribute to improve our understanding of how new international ventures behave.Download Info
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Bibliographic Info
Article provided by Inderscience Enterprises Ltd in its journal World Review of Entrepreneurship, Management and Sustainable Development.
Volume (Year): 6 (2010)
Issue (Month): 1 (January)
Pages: 71-99
Contact details of provider:
Web page: http://inderscience.metapress.com/link.asp?target=journal&id=119806
Related research
Keywords: entrepreneurship; marketing capabilities; marketing strategy; rapid international entry; economic performance; international geographical diversification; international new ventures; market entry;References
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