Eyes open and hands on: market knowledge and marketing capabilities in export markets

Purpose Drawing on the knowledge-based view of firm (KBV) and Dynamic Marketing Capabilities (DMC), this paper examines role key internationalization knowledge absorption processes as learning strategies, namely market exploitation exploration in enabling export-oriented firms involved manufacturing goods or producing electrical/engineering products. Design/methodology/approach The data were gathered via a cross-sectional survey using questionnaire (i.e. n = 315) sample Bangladeshi exporting US European markets. Findings findings suggest that an export firm's strategies are positively associated with performance. authors also found mediator, DMC, strengthened relationship between Moreover, moderated mediation model revealed direct indirect effects performance more prevalent when competitive intensity is low. While high, prevalent. Practical implications By introducing higher-level dynamic marketing capability approach linking it to ambidexterity constructs (learning though exploitation), business professionals should appreciate full spectrum mid-level capabilities they need develop alongside their improve This study directs attention conditions facing. When faced high-level market, establish clear focus if wish enhance Originality/value contribute two broad domains literature: organizational DMC strategy. results show how components international exploitation) influence management within through possession fine configuration capability. theoretically empirically strategy can mediate consequence mechanism From practical perspective, provides useful lessons for wishing