The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market

Abstract

The present investigation aims study the sustainability of the business model of the Portuguese SMEs operating in the B2B International market analyzing the influence of dynamic marketing capabilities and adaptive marketing capabilities in their international marketing performance. It will also analyze the moderating effects of Competitive Intensity within this international scenario. A quantitative study was developed, using a questionnaire as a research method. In total, 335 valid responses were collected from Portuguese SMEs in June 2020. To test the hypotheses, multiple hierarchical regressions were performed. As for the analyzes involving Competitive Intensity environments, namely low and high intensity, dummies were developed to evaluate the different effects produced by the capacities in the International Marketing Performance. This study shows the positive impact of the dynamic marketing capabilities and adaptive marketing capabilities on the international marketing performance of the surveyed companies, essentially from the product development management, supply chain management, vigilant market learning and open marketing. when in a low competitive intensity environment only dynamic marketing capabilities had a positive effect on performance, but in a high, competitive, intensity environment both dynamic marketing capabilities and adaptive marketing capabilities showed positive effects in relation to performance. This study innovates by bringing international marketing, through two marketing capacities, from the perspective of SMEs that perform B2B activities.

Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China

“…To traditional offline retail enterprises, the main bottleneck in the transformation is the huge gap between the marketing capability of traditional enterprises and the ability needed by the rapidly developing Internet market [21,47]. In the past two decades, the opening of markets has brought about competition between new and old entrants to the global market, because the barriers to entering some previously closed markets have been broken [48]. In the turbulent and rapidly changing market environment, AMC is the basis for enterprise transformation and upgrading [39], as well as the most important marketing capability to fill the gap between market change and enterprise capability [40,48].…”

“…In the past two decades, the opening of markets has brought about competition between new and old entrants to the global market, because the barriers to entering some previously closed markets have been broken [48]. In the turbulent and rapidly changing market environment, AMC is the basis for enterprise transformation and upgrading [39], as well as the most important marketing capability to fill the gap between market change and enterprise capability [40,48]. In a highcompetitive-intensity environment, AMC is a key success factor in promoting business model innovation [42], and AMC showed positive effects in relation to performance [48].…”

“…In the turbulent and rapidly changing market environment, AMC is the basis for enterprise transformation and upgrading [39], as well as the most important marketing capability to fill the gap between market change and enterprise capability [40,48]. In a highcompetitive-intensity environment, AMC is a key success factor in promoting business model innovation [42], and AMC showed positive effects in relation to performance [48]. Therefore, AMC is conducive to the innovation and transformation of traditional retail enterprises.…”

“…AMC includes the capabilityof adaptive market experiment, i.e., experimenting in the market and continuing to learn from these experiments [39]. Whether through the accumulation of knowledge or the development of the market itself, it is helpful to create new consumption scenarios, understand the new market faster, and meet the needs of new markets faster and better [48]. AMC also encourages the development of open partnerships and innovative resources, such as new technologies acquired through partners [39].…”

Orientasi kewirausahaan dan kapabilitas pemasaran pada kinerja usaha kecil dan menengah: Peran faktor lingkungan yang dinamis sebagai pemoderasi

“…Hal ini dapat dilihat dari seberapa besar pelaku UKM di Kota Padang memiliki kapabilitas pemasaran, misalnya berbagai aktifitas pemasaran di masa pademik Covid-19 telah mampu memasarkan produk secara online atau menggunakan platform media sosial. Sejalan dengan penelitian terdahulu, kapabilitas pemasaran sangat penting dalam meningkat kinerja pemasaran (Davcik, et al, 2021;Reimann, et al, 2021;Sulistyo, 2016). Sebagaimana diketahui, bahwa kondisi UKM yang terbatas sumberdaya, cenderung lemah menghadapi tingkat persaingan usaha, baik persaingan sesama produk dari lokal maupun produk yang berasal dari luar daerah maupun luar negeri (Wardi, et al, 2017).…”