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

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 businesses come up with EMS has been called for. To explain how resource-restricted firms rely heavily on entrepreneurs, 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 businesses. 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)
• entrepreneurial orientation
• networking capability