Prioritizing B2B marketing capabilities: Crossvergence in advanced and emerging economies

Marketing capabilities in business-to-business (B2B) settings are increasingly gaining attention of international business managers and scholars. However, research has not examined which B2B marketing most influential across developed emerging economies from a firm performance view. Selecting the potentially relevant is driven by an executive panel prior literature. Drawing on crossvergence phenomenon, this study presents empirical test parsimonious conceptual model, identifying key driving customer satisfaction, sales revenue, profitability at strategic unit (SBU) level. Using data 702 senior United States (US), Denmark, Chile, authors find convergence divergence influence. In particular, results indicate that three universal to practice: (1) segmentation targeting capability as baseline for cultivating higher-order capability; (2) pricing main driver SBU profitability; (3) new offering development satisfaction. Building over findings, suggests political view market, industry structure, more rational nature firms seem be pivotal tenets convergence.