Managers’ Perceived Risk, Experiential Knowledge, Marketing Capability and International Performance: Structural Equation Model Based on Chinese International Enterprises
Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing
With the development of economic globalization, as well as a softening of local economic conditions, international expansion becomes the inevitable choice for maturing enterprises. However, it is critical for international enterprises to understand dynamic and complex international market environmental variables when considering how to acquire competitive advantages. The study finds that the marketing capabilities constructed and fostered by Chinese international enterprises can positively affect international performance. In addition, managers’ perceived risks and experiential knowledge of the international markets have a positive influence on the formation of the enterprise’s marketing capabilities. At the same time, managers’ experiential knowledge positively influences the firm’s international performance.
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Digital Commons@Georgia Southern License
Dishman, Paul; Xu, Hui; Taute, Harry; Ji, Chunli; and Li, Wen, "Managers’ Perceived Risk, Experiential Knowledge, Marketing Capability and International Performance: Structural Equation Model Based on Chinese International Enterprises" (2012). Association of Marketing Theory and Practice Proceedings 2012. 7.