Unformatted text preview: ge sustainability and market acceptance quality.
Also, marketing advantage sustainability has no relationships with marketing excellence and marketing
performance. Then, future research is needed to conceptualize the measurement of continuous
innovation improvement concentration, diversified customer behavioral learning and marketing advantage
sustainability that does not have an effect on the relationships.
5.2 Managerial Contribution
This study provided CEO many practices under the globalization context. With global marketing strategy,
a firm should composed of at least four dimensions, namely, continuous innovation improvement
concentration, flexible marketing channel focus, diversified customer behavioral learning, effective
customer response orientation and valuable marketing communication proactiveness. Moreover, firms
should understand, manage, and utilize dynamic global marketing strategy to provide marketing INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 93 excellence and marketing performance. Also, both marketing excellence and marketing performance
influence firm survival. The executives must put more emphasis on flexible marketing channel focus,
effective customer response orientation and valuable marketing communication proactiveness than on
other variations. They should clearly understand and exploit them within the organization in addition to
expanding other strategies to include or graduate to an advanced business operations in order to
continuously maintain and increase the levels of business excellence, corporate performance, competitive
advantage, organizational growth, and sustainability. To maximize the benefits of dynamic global
marketing strategy, executives should provide other necessary resources to support their effectiveness
and create new opportunities in competitive markets and environments.
5.3 Limitation and Future Directions for Research
The limitation of this research concerning with the sample is drawn from exporting jewelry business in
Thailand. Since organization cultural differences may be influenced by cultural difference among o...
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