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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.
- Spring '14
- The Land