Few studies have examined marketing capabilities as a source of competitive advantage in the international entrepreneurship (IE) field. Empirical evidence in the international new ventures (INVs) literature that considers the strategic interplay of marketing capabilities in developing new markets overseas is scant. Building upon the resource based view, this study develops a model of the relationships among marketing capabilities⁠—⁠competitive strategy⁠—⁠export venture performance. The sample used in this study includes INVs from an emerging country (Mexico) and provides a unique research setting for shedding additional light on these relationships. The findings suggest marketing communication mediates the relationship between marketing capabilities and competitive strategy. Moreover, this study reveals the moderating effect of technological turbulence, which strengths two relationships, one between marketing capabilities and marketing communication, and the other, between marketing communication and competitive strategy. The study findings have important implications for research on IE and new venture decision-making.

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Journal of Business Research
Incae Business School

Ciravegna, L, Martin, S., & Javalgi, R. (2020). Marketing Capabilities and International New Venture Performance: The Mediation Role of Marketing Communication and the Moderation Effect of Technological Turbulence. Journal of Business Research, 107, 25–37. doi:10.1016/j.jbusres.2019.09.044