The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market

The present investigation aims study the sustainability of business model Portuguese SMEs operating in B2B International market analyzing influence dynamic marketing capabilities and adaptive their international performance. It will also analyze moderating effects Competitive Intensity within this scenario. A quantitative was developed, using a questionnaire as research method. In total, 335 valid responses were collected from June 2020. To test hypotheses, multiple hierarchical regressions performed. As for analyzes involving environments, namely low high intensity, dummies developed to evaluate different produced by capacities Marketing Performance. This shows positive impact on performance surveyed companies, essentially product development management, supply chain vigilant learning open marketing. when competitive intensity environment only had effect performance, but high, competitive, both showed relation innovates bringing marketing, through two capacities, perspective that perform activities.