Export Marketing Resources and Their Performance Implications: A Framework and Empirical Analysis

Why some firms perform better than others is a central question in business research. Since the mid 1980s, the dominant paradigm relating to this issue is the resource-based view of the firm (RBV). The RBV is based on the premise that firms are bundles of heterogeneous, imperfectly mobile resources, and that advantage-generating resources, rather than market and industry structures, are the most critical determinants of firm success. Originating in the field of strategic management, the RBV has become a major focus of marketing scholars, and a new direction of marketing literature has recently emerged, drawing on marketing resources. Although the RBV has received considerable attention in the marketing literature, the growing theoretical and conceptual works on marketing resources are not mirrored in empirical investigation. More specifically, while significant contributions, such as those from Srivastava et al.'s (2001) relational and intellectual market-based assets framework, have been made to the theoretical side of the RBV and marketing, little has been done, so far, with respect to its empirical side. Moreover, the majority of the theoretical and empirical insights on the antecedents of export performance are based on the structure-conduct-performance (SCP) paradigm or atheoretical models. Little attention has been given to the process of building competitive advantage and the meaningful idiosyncratic combinations of export market resources that can be used efficiently and effectively by firms competing in export markets. To fill these voids in the literature, this study aims to investigate the sources of competitive advantage and superior export performance by focusing on export market-based assets and capabilities. An integrated framework of export marketing resources and their performance implications is empirically tested with data collected from 320 manufacturing export firms in Thailand. Structural equation modeling (SEM) is used to examine the interrelationships among the theoretical constructs. The findings of the study provide groundwork for the understanding of the resource building blocks in the export firms and the internal process through which export marketing resources influence firm performance in the export markets. Tangible export market-based assets indirectly contribute to export performance through export market-based capabilities and export competitive advantage. The effects of relational and intellectual export market-based assets on export performance are mediated by export market-based capabilities and export competitive advantage, whereas the effects of export market-based capabilities on export performance are mediated by export competitive advantage. This study demonstrates and explains the richness of the RBV as the basis for assessing the ability of the firms to exploit export marketing resources as a means to enhance their performance. Hence, the study expands the growing body of literature on export marketing and export performance research by adopting a fresh theoretical perspective of the resource-based strategy. The theoretical framework and its empirical validation underpinning the study could provide a new explanation as to why some export firms are more successful than others

Does Halal Product Availability and Accessibility Enhanced Halal Awareness and Intention to Purchase Halal Packaged Food Products: Malaysia and Thailand’s Halal Industry perspective

Halal industry is a huge business.  The business is not Muslim-specific yet some of the non-Muslim consumers become a regular user of halal products due to holistic conception of halal itself-cleanliness and wholesomeness.  Such development shows that halal awareness is evident among Muslim and non-Muslim consumers.  Halal awareness has been cited as the major determinant for intention to purchase halal products but lack is understand what made up halal awareness that lead to halal consumption.  Rooted from ATAR model, this study aims to examine the effect of halal product accessibility and availability on halal awareness of packaged food products in Malaysia and Thailand consumers.  In addition, halal awareness also proposed to influence intention to purchase halal packaged food products.  The study among 760 consumers in Malaysia and Thailand revealed that accessibility enhanced halal awareness for Muslim-dominant country whereby availability plays a crucial role in explaining halal awareness for non-Muslim-dominant country.  Theoretical and managerial implication as well as future direction of the study is discussed at the end of the article.     

Consumer purchase intention on halal packaged food products: does halal logo and ingredients matter?

The concept of halal is widely accepted in Muslim and non-Muslim countries. Halal conception is no longer perceived as a marketing jargon but it is a huge business. Manufacturers either from Muslim and non-Muslim countries had struggled to win Muslim and non-Muslim consumers to consume halal products of their brand. Halal not only lawful and permitted but covers the concepts of good, pure and wholesome. For halal packaged food product, packaging is consider as a first impression to lead consumer consumption. Halal logo and ingredients were highlighted as a potential stimulus. Due to in high demand and widely accepted, there is a tendency for misused of halal logo and ingredients. This study attempts to investigate whether halal logo and/or halal ingredients play a significant roles in stimulating consumer’s purchase intention of halal packaged food products. A mall-intercept approach in northern region of Malaysia among 110 respondents revealed that halal logo and halal ingredients significantly affect consumer’s decision. However, halal logo plays a crucial role in stimulating consumer’s purchase intention. Theoretical and practical implication is discussed at the end of the article

The Influence of Halal Marketing Strategies on Intention to Purchase Halal Product: A Comparative Study between Malaysia and Thailand

Halal industry is a huge business. Its significantly contribute to social and economic development of one country. Halal is no longer perceived as important to fulfill Muslims’ need but globally accepted due to halal conception itself-‘clean’ and ‘wholesomeness’. According to Islam practices, halal comes with ‘toyyiban’ concept which mean ‘good’. Hence, halal products relevant for all of the humankind consumption; Muslim and non-Muslim consumers. In order to effectively formulate their marketing strategies in highly competitive market, marketers need to understand why consumer prefer halal products. Thus, this study attempts to understand on how predetermined factors (marketing strategies, personal and interpersonal factors) influence consumer’s purchase intention of halal packaged food products. The population of this study comprised of consumers from states in northern Malaysia and southern part of Thailand. The study among 760 consumers revealed that predictors for intention to purchase is country-specific. For Muslim-dominant country such as Malaysia, halal ingredients, halal accessibility, halal awareness and religiosity commitment found significantly affect purchase intention of halal packaged food products. While, for non-Muslim-dominant (minority) such as Thailand, halal logo, halal ingredients, halal perceived value, halal accessibility, halal availability, WOM influence and halal awareness were significant. Based on the findings, for Malaysian market, personal factors was identified as more influential in stimulating halal purchase intention, whereby both marketing strategies and personal factors were relevant for Thailand consumers. Theoretical and managerial implication as well as future direction of the study is discussed at the end of the articl

Export Marketing Resources and Their Performance Implications: A Framework and Empirical Analysis

Why some firms perform better than others is a central question in business research. Since the mid 1980s, the dominant paradigm relating to this issue is the resource-based view of the firm (RBV). The RBV is based on the premise that firms are bundles of heterogeneous, imperfectly mobile resources, and that advantage-generating resources, rather than market and industry structures, are the most critical determinants of firm success. Originating in the field of strategic management, the RBV has become a major focus of marketing scholars, and a new direction of marketing literature has recently emerged, drawing on marketing resources. Although the RBV has received considerable attention in the marketing literature, the growing theoretical and conceptual works on marketing resources are not mirrored in empirical investigation. More specifically, while significant contributions, such as those from Srivastava et al.'s (2001) relational and intellectual market-based assets framework, have been made to the theoretical side of the RBV and marketing, little has been done, so far, with respect to its empirical side. Moreover, the majority of the theoretical and empirical insights on the antecedents of export performance are based on the structure-conduct-performance (SCP) paradigm or atheoretical models. Little attention has been given to the process of building competitive advantage and the meaningful idiosyncratic combinations of export market resources that can be used efficiently and effectively by firms competing in export markets. To fill these voids in the literature, this study aims to investigate the sources of competitive advantage and superior export performance by focusing on export market-based assets and capabilities. An integrated framework of export marketing resources and their performance implications is empirically tested with data collected from 320 manufacturing export firms in Thailand. Structural equation modeling (SEM) is used to examine the interrelationships among the theoretical constructs. The findings of the study provide groundwork for the understanding of the resource building blocks in the export firms and the internal process through which export marketing resources influence firm performance in the export markets. Tangible export market-based assets indirectly contribute to export performance through export market-based capabilities and export competitive advantage. The effects of relational and intellectual export market-based assets on export performance are mediated by export market-based capabilities and export competitive advantage, whereas the effects of export market-based capabilities on export performance are mediated by export competitive advantage. This study demonstrates and explains the richness of the RBV as the basis for assessing the ability of the firms to exploit export marketing resources as a means to enhance their performance. Hence, the study expands the growing body of literature on export marketing and export performance research by adopting a fresh theoretical perspective of the resource-based strategy. The theoretical framework and its empirical validation underpinning the study could provide a new explanation as to why some export firms are more successful than others