The influence of relational capability and marketing capabilities on the export performance of emerging market firms

Abstract

Purpose - Drawing on the resource based view this study focuses on the influence of relational capability and marketing capabilities on export performance. The study also examines the interaction effects of relational capability on the marketing capabilities - export performance relationships. Design/ methodology/ approach - A stratified random sample of 1,047 exporting firms were approached. Survey data was collected from 333 Vietnamese exporting firms and analysed using hierarchical moderated regression. Findings - The results reveal that a firm’s relational capability not only strengthens the efficiency of the export pricing capability – performance, marketing intelligence capability – performance, and marketing communication capability - performance relationships, but is also the strongest predictor of export performance amongst those capabilities identified. Whilst engagement in market intelligence, product development, price setting and promotional activities have a positive payoff, our findings confirm there is less need for exporters to engage in after-sales service and distribution capabilities. Originality/value - The study introduces the notion of relational capability alongside export marketing capabilities as predictors of export performance. We also examine the moderating influence of relational capability on the link between export marketing capabilities and export performance. By focusing on Vietnam, the study provides fresh insights surrounding the development pathway for firms in emerging markets. Keywords: Relational capability, marketing capabilities, moderating impact, export performance, the resource-based view, emerging markets, Vietnam