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Leveraging Marketing Capabilities into Competitive Advantage and Export Performance

Tan, Q.; Sousa, C.M.P.

Leveraging Marketing Capabilities into Competitive Advantage and Export Performance Thumbnail


Q. Tan

C.M.P. Sousa


Purpose – By using the dynamic capabilities (DC) theory and the theory of competitive advantage, the purpose of this paper is to develop a framework to investigate the role of marketing capabilities on the firm’s export performance. Specifically, this framework depicts the consequences of marketing capabilities and focuses on the relationships among marketing capabilities, competitive advantage, and export performance. Design/methodology/approach – The authors conduct a meta-analysis of the literature on marketing capabilities and use multivariate analyses to test the framework. Findings – The study revealed that competitive advantage has an important mediating role in the relationship between marketing capabilities and export performance. Specifically, the authors found that two types of competitive advantage (i.e. low-cost advantage and differentiation advantage) positively mediate the effect of marketing capabilities on export performance. Originality/value – Although research on marketing capabilities is still in its early infancy, the study provides a base from which future work can be developed. The authors also contribute to the literature by examining the mediating role of competitive advantage in the marketing capability-export performance relationship, thereby offering new insights into how and why marketing capabilities play a crucial role in explaining the firm’s export performance.


Tan, Q., & Sousa, C. (2015). Leveraging Marketing Capabilities into Competitive Advantage and Export Performance. International Marketing Review, 32(1), 78-102.

Journal Article Type Article
Publication Date Jan 1, 2015
Deposit Date Mar 3, 2015
Publicly Available Date Mar 11, 2015
Journal International Marketing Review
Print ISSN 0265-1335
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 32
Issue 1
Pages 78-102
Keywords Export performance, Competitive advantage, Marketing capabilities.
Public URL


Accepted Journal Article (711 Kb)

Copyright Statement
This article is © Emerald Group Publishing and permission has been granted for this version to appear here Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

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