The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity

摘要: Abstract Emerging market exporting firms in advanced economies must manage a highly dynamic landscape owing to factors such as changing needs and fierce competition. Hence, these need develop unique marketing skills for superior performance. Accordingly, this study draws on the resource-based capability theory empirically examine role of developing capability—market responsiveness—for improved performance, changes relationship under competitive intensity. Using sample (n = 98) originating from an emerging (Pakistan) mainly markets (the United Kingdom, States or both), findings show that skills, positively mediated by responsiveness, influence performance markets. The indirect is moderated higher level This extends export streams literature, particularly markets, provides useful implications managers.