This study investigates and compares born global (BG) firms and non-BG firms in Malaysia. We employed the multigroup analysis technique with structural equation models to test six hypotheses to determine the differences and similarities between two proposed models of BG and non-BG firms across a wide range of industries. The study reveals differences between the antecedents of marketing capabilities for BGs versus non-BGs, indicating that the performance enabling mechanisms differ between the groups. More precisely, the ability of BG firms to convert digital and entrepreneurial orientations into marketing capabilities is found to be a distinguishing characteristic of these firms. Moreover, non-BGs utilize government support to build marketing capabilities and obtain superior performance in the international market. This result suggests that governmental export promotion initiatives in Malaysia should be adjusted to increase relevance for BGs. The findings indicate that marketing capabilities play an essential role in the international market performance of both BGs and non-BGs. An important implication is that managerial focus and actions need to be adjusted depending on the type of firm. The two types of firms are not equal; if they are managed similarly, misjudgment will arise.

本研究调查并比较了马来西亚出生的全球 (BG) 公司和非 BG 公司。我们采用多组分析技术和结构方程模型来检验六个假设，以确定在广泛行业中 BG 和非 BG 公司的两个拟议模型之间的差异和相似之处。该研究揭示了 BG 与非 BG 营销能力的前因之间的差异，表明各组之间的绩效促进机制不同。更准确地说，BG 公司将数字化和创业导向转化为营销能力的能力被发现是这些公司的显着特征。此外，非BGs利用政府支持建立营销能力并在国际市场上取得优异成绩。这一结果表明，马来西亚政府的出口促进举措应进行调整，以增加与 BG 的相关性。研究结果表明，营销能力在 BG 和非 BG 的国际市场表现中发挥着重要作用。一个重要的含义是，管理重点和行动需要根据公司的类型进行调整。两种类型的公司不相等；如果管理方式相同，就会产生误判。