Purpose

This study examines the marketing performance of firms from an international dynamic marketing capability perspective. It also investigates the moderating role of marketing leadership teams to improve organizations' international marketing performance.

Design/methodology/approach

The authors used dynamic capability view and other related literature to develop a theoretical model, which was validated with the structural equation modelling technique, considering a sample of 455 respondents from Indian firms. The authors also used the multigroup analysis method to examine the moderating impacts of a firm's marketing leadership team on their international marketing performance.

Findings

There is a positive relationship between a firm's dynamic ability factors and its international dynamic-marketing capabilities. The study also finds that a firm's marketing leadership team has a significant positive moderating impact on improving its international marketing performance.

Research limitations/implications

The unique theory-based model clearly explains how a firm's dynamic abilities impact international dynamic marketing capability, which then impacts its international marketing performance. This model can help practitioners, researchers and academicians to understand the significance of a firm's international dynamic capability on international marketing performance. The study also helps firms to understand the moderating influence of marketing leadership teams to improve international marketing performance.

Originality/value

This study adds value to the body of literature on international dynamic marketing, international marketing performance and international marketing knowledge management, on which, until now, few other studies have focused. Thus, this research is unique. The proposed model of international dynamic marketing is also unique with high explanative power.

中文翻译：

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从国际动态营销能力的角度审视企业的营销绩效：营销领导团队的调节作用

目的

本研究从国际动态营销能力的角度考察了企业的营销绩效。它还调查了营销领导团队在提高组织的国际营销绩效方面的调节作用。

设计/方法/途径

作者使用动态能力观和其他相关文献开发了一个理论模型，该模型以来自印度公司的 455 名受访者为样本，通过结构方程建模技术进行了验证。作者还使用多组分析方法检验了公司营销领导团队对其国际营销绩效的调节作用。

发现

企业的动态能力因素与其国际动态营销能力之间存在正相关关系。该研究还发现，公司的营销领导团队对提高其国际营销绩效具有显着的积极调节作用。

研究局限性/影响

独特的基于理论的模型清楚地解释了企业的动态能力如何影响国际动态营销能力，进而影响其国际营销绩效。该模型可以帮助从业者、研究人员和学者理解企业国际动态能力对国际营销绩效的重要性。该研究还帮助公司了解营销领导团队对提高国际营销绩效的调节作用。

原创性/价值

这项研究为国际动态营销、国际营销绩效和国际营销知识管理的文献体系增添了价值，到目前为止，很少有其他研究关注这些方面。因此，这项研究是独一无二的。所提出的国际动态营销模型也是独一无二的，具有很强的解释力。