Abstract
Purpose: The paper aims to explore the influential path of internet marketing capabilities impacting international market performance. The paper further investigates the mitigating roles of market- and entrepreneurial-oriented behaviors and knowledge internalization in this relationship. The effect of internet use for customer management on internet marketing capabilities is also examined. Design/methodology/approach: A total of 618 firms with sales in international markets were approached to participate. Data were collected from a sample of 132 Taiwanese firms and analyzed using a structural equation model. Findings: Use of internet for customer management positively influences internet marketing capabilities. The results also support the positive impacts of internet marketing capabilities on market- and entrepreneurial-oriented behaviors. Knowledge internalization mediates the relationships between market- and entrepreneurial-oriented behaviors and international market performance. Research limitations/implications: This paper’s investigation of the role of internet marketing capability in international market performance contributes to online internationalization, strategic orientations and organizational learning theory. Practical implications: Managers should focus on developing internet marketing capabilities in management culture and fostering market- and entrepreneurial-oriented behaviors to facilitate knowledge internalization for better international performance. Originality/value: This paper contributes to the construction of an alternative and comprehensive mechanism to understand the influences of internet marketing capabilities on the firm’s international performance.
Original language | English |
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Pages (from-to) | 447-469 |
Number of pages | 23 |
Journal | International Marketing Review |
Volume | 37 |
Issue number | 3 |
DOIs | |
Publication status | Published - 3 Jul 2020 |
Bibliographical note
Publisher Copyright:© 2020, Emerald Publishing Limited.
Keywords
- Customer management
- Entrepreneurial-oriented behavior
- International market performance
- Internet marketing capabilities
- Knowledge internalization
- Market-oriented behavior
ASJC Scopus subject areas
- Business and International Management
- Marketing