Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies

Drawing on dynamic capabilities theory, the study aims to contribute to the existing literature by investigating the mediating role of integrated marketing communication (IMC) in the relationship between market orientation (MO) and customer-related and market performance. Specifically, it focuses on...

Descripción completa

Detalles Bibliográficos
Autores: Butkouskaya, Vera, Llonch, Joan, Alarcón-del-Amo, María-del-Carmen
Tipo de recurso: artículo
Fecha de publicación:2024
País:España
Institución:TecnoCampus
Repositorio:Repositori Digital del TecnoCampus
OAI Identifier:oai:repositori.tecnocampus.cat:20.500.12367/2915
Acceso en línea:http://hdl.handle.net/20.500.12367/2915
Access Level:acceso abierto
Palabra clave:Integrated marketing communications
Small and medium-sized enterprises
Market orientation
Company performance
id ES_ac37d13e2bd238f2e22f97fe48dfe347
oai_identifier_str oai:repositori.tecnocampus.cat:20.500.12367/2915
network_acronym_str ES
network_name_str España
repository_id_str
spelling Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economiesButkouskaya, VeraLlonch, JoanAlarcón-del-Amo, María-del-CarmenIntegrated marketing communicationsSmall and medium-sized enterprisesMarket orientationCompany performanceDrawing on dynamic capabilities theory, the study aims to contribute to the existing literature by investigating the mediating role of integrated marketing communication (IMC) in the relationship between market orientation (MO) and customer-related and market performance. Specifically, it focuses on understanding how IMC operates as a strategic tool for small and medium-sized enterprises (SMEs) in the international environment. The research uses data from 422 SMEs and large firms in both developed and developing economies. Hypothesis testing was conducted using structural equation modelling (SEM). The results show that IMC, as a dynamic capability, enhances the positive impact of MO on customer-related and market performance in both developed and developing economies. The firm's size moderates this mediation effect; however, the moderation varies depending on the economy type. [...]info:eu-repo/semantics/publishedVersionElsevier202520252024info:eu-repo/semantics/article12 p.application/pdfhttp://hdl.handle.net/20.500.12367/2915reponame:Repositori Digital del TecnoCampusinstname:TecnoCampusInglésEuropean Research on Management and Business Economics. 2024;30(3):100260Attribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:repositori.tecnocampus.cat:20.500.12367/29152026-06-21T13:30:27Z
dc.title.none.fl_str_mv Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies
title Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies
spellingShingle Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies
Butkouskaya, Vera
Integrated marketing communications
Small and medium-sized enterprises
Market orientation
Company performance
title_short Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies
title_full Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies
title_fullStr Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies
title_full_unstemmed Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies
title_sort Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: a comparison between developed and developing economies
dc.creator.none.fl_str_mv Butkouskaya, Vera
Llonch, Joan
Alarcón-del-Amo, María-del-Carmen
author Butkouskaya, Vera
author_facet Butkouskaya, Vera
Llonch, Joan
Alarcón-del-Amo, María-del-Carmen
author_role author
author2 Llonch, Joan
Alarcón-del-Amo, María-del-Carmen
author2_role author
author
dc.subject.none.fl_str_mv Integrated marketing communications
Small and medium-sized enterprises
Market orientation
Company performance
topic Integrated marketing communications
Small and medium-sized enterprises
Market orientation
Company performance
description Drawing on dynamic capabilities theory, the study aims to contribute to the existing literature by investigating the mediating role of integrated marketing communication (IMC) in the relationship between market orientation (MO) and customer-related and market performance. Specifically, it focuses on understanding how IMC operates as a strategic tool for small and medium-sized enterprises (SMEs) in the international environment. The research uses data from 422 SMEs and large firms in both developed and developing economies. Hypothesis testing was conducted using structural equation modelling (SEM). The results show that IMC, as a dynamic capability, enhances the positive impact of MO on customer-related and market performance in both developed and developing economies. The firm's size moderates this mediation effect; however, the moderation varies depending on the economy type. [...]
publishDate 2024
dc.date.none.fl_str_mv 2024
2025
2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/20.500.12367/2915
url http://hdl.handle.net/20.500.12367/2915
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv European Research on Management and Business Economics. 2024;30(3):100260
dc.rights.none.fl_str_mv Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 12 p.
application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:Repositori Digital del TecnoCampus
instname:TecnoCampus
instname_str TecnoCampus
reponame_str Repositori Digital del TecnoCampus
collection Repositori Digital del TecnoCampus
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869416336413687808
score 15,81155

Similares en LA Referencia