The Effect of Export Marketing Capabilities on Export Performance: An Investigation of Chinese Exporters

Abstract

The primary purpose of this article is to investigate the effect of export marketing capabilities on export performance. Drawing on the resource-based view, the authors develop a model that links an exporter's product development capability, distribution capability, communication capability, and pricing capability with its positional advantages (low-cost advantage and branding advantage) and its performance in the export market. On the basis of a survey of Chinese export ventures, the authors find general support for their proposed model. The authors discuss the theoretical and managerial implications of their findings.