THE CASCADING EFFECT OF STATIC AND DYNAMIC MARKETING CAPABILITIES ON THE INTERNATIONAL PERFORMANCE: ANALYZING MARKET ORIENTATION AS AN ANTECEDENT

ABSTRACT This investigation analyzes the relationships between static marketing capabilities (SMC), dynamic (DMC), and business-to-business (B2B) small medium-sized enterprises’ (SME) international performance, interconnection SMC DMC. We also analyze role of market orientation (MO) as an antecedent capabilities. A quantitative study was developed using a survey-based method. collected 335 valid responses from internationalized Portuguese B2B SMEs. Structural equation modeling used to test proposed hypotheses. Results show direct positive relationship performance. DMC positively linked with SMC, thus indirectly exerting its influence on Also, MO both observed, revealing nature over contributes research, given that interrelationships different types were never studied before. Furthermore, it draws managers’ attention importance developing basic marketing-mix since they appear link