Preprint Article Version 2 Preserved in Portico This version is not peer-reviewed

International Dynamic Marketing Capabilities of Emerging-Market Small Business on E-commerce

Version 1 : Received: 1 October 2021 / Approved: 5 October 2021 / Online: 5 October 2021 (08:13:39 CEST)
Version 2 : Received: 2 January 2022 / Approved: 4 January 2022 / Online: 4 January 2022 (20:26:24 CET)

How to cite: Kim, K.; Lim, G.G. International Dynamic Marketing Capabilities of Emerging-Market Small Business on E-commerce . Preprints 2021, 2021100068 (doi: 10.20944/preprints202110.0068.v2). Kim, K.; Lim, G.G. International Dynamic Marketing Capabilities of Emerging-Market Small Business on E-commerce . Preprints 2021, 2021100068 (doi: 10.20944/preprints202110.0068.v2).

Abstract

For better export marketing strategies (EMS), companies mobilize their internal resources, which are managerial commitment, firm experience, and product uniqueness. However, Small businesses with constrained resources cannot be well explained with this view. So, more research on how small business come up with EMS have been called for. To explain how resource-restricted firms which rely heavely on entrepreneur, this study adopted the concept of dynamic managerial capabilities (DMCs) and resource versatility to better explain small business exports. We analyzed small businesses in Mongolia with qualitative research methods, including interviews with entrepreneurs and support organizations, site visits, and group discussions. We suggest international dynamic marketing capabilities (IDMCs), which are entrepreneurial orientation, networking capability, and versatile dynamic capability for small business. Theoretical and managerial implications are discussed.

Keywords

Cross-Border Electronic Commerce (CBEC); Export Marketing Strategy (EMS); International Dynamic Marketing Capability (IDMC); Dynamic Managerial Capability (DMC); Entrepreneuri-al Orientation; Networking Capability; Versatile Dynamic Capability

Subject

SOCIAL SCIENCES, Business and Administrative Sciences

Comments (1)

Comment 1
Received: 4 January 2022
Commenter: Kihyon Kim
Commenter's Conflict of Interests: Author
Comment: Revised
+ Respond to this comment

We encourage comments and feedback from a broad range of readers. See criteria for comments and our diversity statement.

Leave a public comment
Send a private comment to the author(s)
Views 0
Downloads 0
Comments 1
Metrics 0


×
Alerts
Notify me about updates to this article or when a peer-reviewed version is published.
We use cookies on our website to ensure you get the best experience.
Read more about our cookies here.