The Role of Organizational Strategies, Social Support, and Technological Capabilities in International Marketing Channel Performance

Authors

  • Muhammad Zahid Nawaz School of Business Administration, Dongbei University of Finance & Economics
  • Shahid Nawaz The Islamia University of Bahawalpur
  • Muhammad Noman Shafique Department of Business Management, Dongbei University of Finance and Economics
  • Mudassar Ali The Islamia University of Bahawalpur
  • Muhammad Ishfaq The Islamia University of Bahawalpur

DOI:

https://doi.org/10.31529/sjms.2018.5.1.6

Keywords:

Trust, Commitment, Relationship, Market Integration, Supplier Integration, Customer Integration, Technological Capabilities, Social Support, International Marketing, Channel

Abstract

Information communication technologies increase the competitive intensity among organizations. The only way to get a sustainable competitive advantage is to focus on their resources, and capabilities to establish, and implement effective strategies to increase international marketing channel performance (IMCP). The target population of this study is the food industry in Pakistan, and the sample size is 400. Data has been collected through survey method based on an adapted questionnaire. Data has been analyzed through partial least square – structural equation modeling (PLS-SEM) method. Results showed that validity and reliability of data, and organizational strategies (OS) focused on relationship strategies (RS) and marketing integration strategies (MIS) has positive and significant effect on IMCP. Whereas, technological capabilities (TC) has moderated and significant effect between OS and IMCP. Furthermore, social support (SS) has insignificant effect.  This study has theoretical and practical significance. Because this study opens the new horizons in literature and provide guidelines to align their strategies with their capabilities to gain sustainable competitive advantage, which will improve their IMCP. 

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Published

30.06.2019

Issue

Vol. 5 No. 1 (2019): Sarhad Journal of Management Sciences (SJMS)

Section

Articles

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