The development and impact of marketing capabilities in Central Europe

• 成果类型: Article
• 署名作者: Fahy, J; Hooley, G; Cox, T; Beracs, J; Fonfara, K; Snoj, B
• 署名单位: University of Limerick; Budapest University of Technology & Economics; Corvinus University Budapest; University of Maribor
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/palgrave.jibs.8490907
• 发表日期: 2000
• 页码: 63-81

摘要

The industrial organisation and evolutionary economics traditions in international business and the resource-based view of the firm in strategic management provide a rich and related set of perspectives on the question of performance in an international environment. This paper draws on these perspectives to examine the nature of marketing capabilities across a range of firm types in Hungary Poland and Slovenia. A number of key strategic capabilities are examined including market orientation, the time horizon of strategic decision making and positioning capability. The study finds that firms with foreign participation have been able to develop a sophisticated level of marketing capability with a resulting positive impact on financial and market peformance. Wholly-owned subsidiaries and international joint ventures emerge as equally effective mechanisms for the transfer of marketing capability. Conclusions are drawn and implications fi om the research are outlined.