5 contributions and directions for future research 51

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Unformatted text preview: hawanitchakit (2010) who find that international experience may have a negative moderating effect in the relationship of corporate eminence and export performance. 5. CONTRIBUTIONS AND DIRECTIONS FOR FUTURE RESEARCH 5.1 Theoretical Contribution This study integrated three theories to explain dynamic global marketing strategy conceptual model. Three theories consist of dynamic capability, the R-A theory, and S-C-P Paradigm. According to the study, each employed theory could clearly explain the conceptual model. First, dynamic capability explained that firm was underlying described the relationships among each dynamic global marketing strategy and firm survival. Second, the R-A theory explained the relationship among dynamic global marketing strategy dimensions and the consequences. Third, S-C-P- Paradigm explained the external environments affected the relationships among studied variables. According to the results, this research is intended to provide a clearer understanding of the relationships among dynamic global marketing strategy on firm survival through customer participation efficiency, marketing advantage sustainability, market acceptance quality, marketing excellence, and marketing performance. Dynamic global marketing strategy consists of continuous innovation improvement concentration, flexible marketing channel focus, diversified customer behavioral learning, effective customer response orientation and valuable marketing communication proactiveness. It provides unique theoretical contributions expanding on previous knowledge and literature of dynamic global marketing customer participation efficiency, marketing advantage sustainability, market acceptance quality, marketing excellence, marketing performance and firm survival. According to the results of this study, the need for further research is apparent. Both continuous innovation improvement concentration and diversified customer behavioral learning have no associations with customer participation efficiency, marketing advanta...
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This document was uploaded on 01/28/2014.

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