Antecedents of Proactive Marketing Management Capability: Evidence from Instant and Convenience Foods Businesses in Thailand

Main Article Content

Yuthachai Krokaew Prathanporn Jhundra-Indra Sutana Boonlua

Abstract

An extensive literature has investigated the outcomes of proactive marketing orientation, relatively little is known about the antecedents of proactive marketing orientation. The purpose of this research is to examine the effect of antecedents on proactive marketing management capability. Besides, this research examines the moderating role of learning orientation on the relationships among antecedents and proactive marketing management capability. According to the majority of new variable measurement, the pre-test is used to validate all constructs. The convergent validity was evaluated by the factor loading of all constructs between 0.716 - 0.928 that greater than the 0.4 cut off. The reliability estimation, the Cronbach’s alpha of all variables were shown between 0.854 – 0.886 that greater than the 0.7 cut off. Data was collected from 163 Thai instant and convenience foods firms by questionnaire mail survey. The results reveal that marketing vision for long-term operation, market culture awareness, marketing competency development, and market uncertainty pressure have positively significant influence on proactive marketing management capability. Moreover, learning orientation has a positive moderate effect on the relationships between marketing competency development and proactive marketing management capability and technological complexity force and proactive marketing management capability. Lastly, the contributions and conclusion of this research are provided as well.

Keywords

Article Details

Section
Articles

References

Armstrong, J. S. & Overton, T. S. (1977). Estimating Nonresponse Bias in Mail Surveys. Journal of Marketing Research, 14(3), 396-402.
Atuahene-Gima, K., Slater, S. F., & Olson, E. M. (2005). The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance. Journal of Product Innovation Management, 22(6), 464–482.
Avison, D. E., Eardley, W. A., & Powell, P. (1998). Suggestions for Capturing Corporate Vision in Strategic Information Systems. Omega, 26(4), 443-459.
Briggs E., Landry, T. D., & Daugherty, P. J. (2010). Investigating the Influence of Velocity Performance on Satisfaction with Third Party Logistics Service. Industrial Marketing Management, 39, 640–649.
Calantone, R., Cavusgil, T., & Zhao, Y. (2002). Learning Orientation, Firm Innovation Capability and Firm Performance. Industrial Marketing Management, 31(6), 515-524.
Candermir, A. & Zalluhoglu, A. E. (2013). Exploring the Innovativeness and Marketing Orientation Through Mission and Vision Statements: The Case of Istanbul Stock Exchange Companies. Procedia-Social and Behavioral Sciences, 99, 619-628.
Chaveerug, A. & Ussahawanitchakit, P. (2008). Learning Orientation, Innovation Capability and Organization Performance in Thai Audit Firms: Moderating Effect of Organization Climate and Uncertainty Environment. Review of Business Research, 8(2), 92-102.
Cooper, J. & Cronin, J. (2000). Internal Marketing: Competitive Strategy for the Long-Term Care Industry. Journal of Business Research, 8(6), 177-181.
Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4), 37-52.
Dutta, S., Narasimhan, O., & Rajiv, S. (1999). Success in High-Technology Markets: Is Marketing Capability Critical?. Marketing Science, 18(4), 547-568.
Ellram, L. M. (2006). The Implementation of Target Costing in the United States: Theory versus Practice. The Journal of Supply Chain Management, Winter, 13-26.
Eshlaghy, A. T. & Maatofi, A. (2011). Learning Orientation, Innovation and Performance: Evidence from Small-Sized Business Firms in Iran. European Journal of Social Sciences, 19(1), 114-122.
Ewah, S.O. E. (2013). Marketing Research as a Proactive Strategy for the Performance of Business: The Nigerian Experience. International Journal of Business & Economic Development, 1(3), 108-122.
Gallagher, S., Brown, C., & Brown, L. (2008). A Strong Market Culture Drives Organizational Performance and Success. Employment Relations Today, 35(1), 25-31.
Gravenitz, G, V., Wagner, S., & Harhoff, D. (2013). Incidence and Growth of Patent Thickets: The Impact of Technological Opportunities and Complexity. Journal of Industrial Economics, 61(3), 521-56.
Hair, Jr. J. F., Black W.C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis : A Global Perspective. 7th ed. New Jersey: Pearson Prentice Hall.
Hamzaoui-E Essoussi. L. (2010). Technological Complexity and Country-of-Origin Effects on Binational Product Evaluation: Investigation in an Emerging Market. Journal of Global Marketing, 23(4), 306-320.
Hunt, S, D. (2012). The Evolution of Resource-Advantage Theory. Journal of Historical Research in Marketing, 4(1), 7-29.
Jiménez-Zarco, A., Torrent-Sellens, J., & Martínez-Ruiz, M. P. (2012). Proactive Orientation Effects on Product Innovation Activities: Empirical Evidence. Innovation: Management, Policy & Practice, 14(1), 90-106.
Kaleka, A. (2011). When Exporting Manufacturers Compete on the Basis of Service: Resources and Marketing Capabilities Driving Service Advantage and Performance. Journal of International Marketing, 19(1), 40-58.
Leekpai, P., Jaroenwisan, K., Trichan, C., Jirakiattiku, S. (2014) Innovativeness of Hotel Business in Southern Thailand. Journal of Management Sciences, 31, (1), 69-95.
Li, H., & Atuahene-Gima, K. (2001). Product Innovation Strategy and the Performance of New Technology Ventures in China. Academy of Management Journal, 44(6), 1123- 1134.
Lin, H. E., McDonough, E. F. III., Lin, S. J., & Lin, C. Y. Y. (2013). Managing the Exploitation/Exploration Paradox: The Role of a Learning Capability and Innovation Ambidexterity. Journal of Product Innovation Management, 30(2), 262-278.
Lumpkin, G.T., & Dess, G.G. (2001). Linking Two Dimensions of Entrepreneurial Orientation to Firm Performance: The Moderating Role of Environment and Industry Life Cycle. Journal of Business Venturing, 16(3), 429-451.
Luo, Y. (2001). Determinants of Local Responsiveness Perspectives from Foreign Subsidiaries in an Emerging Market. Journal of Management, 27(4), 451-477.
Mason, R. B & Staude, G. (2009). An Exploration of Marketing Tactics for Turbulent Environments. Industrial Management & Data Systems, 109(2), 173-190.
Narver, J. C. & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of International Marketing, 54(4), 20-33.
Newell, S. J., & Goldsmith, R. E. (2001). The Development of a Scale to Measure Perceived Corporate Credibility. Journal of Business Research, 52(3), 235–247.
Nonaka, I. & Takeuchi, H. (1995). The Knowledge-Creating Company: How Japanese Companies Create the Dynamics of Innovation?. New York: Oxford University Press.
Nunnally, J. C. & Bernstein, I. H. (1994). Psychometric Theory, 3rd ed. New York : McGraw-Hill.
Phokha, A. & Ussahawanitchakit, P. (2011). Marketing Leadership Strategy, Marketing Outcomes and Firm Sustainability: Evidence from Food Product Business in Thailand. International Journal of Strategic Management, 11(3), 1-25.
Prasnikar, Z., Lisjak, M., Buhovac, A., & Stembergar, M. (2008). Identifying and Exploiting the Inter Relationships between Technological and Marketing Capabilities. Long Range Planning, 41(5), 530-554.
Salim, I. M. & Sulaiman, M. (2011). Organizational Learning, Innovation and Performance: A Study of Malaysian Small and Medium Sized Enterprises. International Journal of Business and Management, 6(12), 118-125.
Sarpong, D. & Maclean, M. (2012). Mobilising Differential Visions for New Product Innovation. Technovation, 32(12), 694-702.
Simonin, B. & Ozsomer, A. (2009). Knowledge Processes and Learning Outcomes in MNC: An Empirical Investigation of the Role of HRM Practices in Foreign Subsidiaries. Human Resource Management, 48(40), 505-530.
Sing, K. (1997). The Impact of Technological Complexity and Interfirm Coorperation on Business Survival. Academy of Management Journal, 40(2), 339-367.
Sinkula, J., Baker, W. E., & Noordewier, T. (1997). A Framework for Market-based Organizational Learning: Linking Values, Knowledge, and Behavior. Journal of the Academy of Marketing Science, 25(4), 305– 318.
Srinivasan, S. S., Anderson, R. & Ponnavolu, K. (2002). Customer Loyalty in Ecommerce: An Exploration of Its Antecedents and Consequences. Journal of Retailing, 78(1), 41-50.
Srivastava, R, K., Fahey, L., & Christensen, H. K. (2001). The Resource-Based View and Marketing: The Role of Market-based Assets in Gaining Competitive Advantage. Journal of Management, 27(6), 777-802.
Theriou, N. G. & Chatzoglou, P. (2007). Enhancing Performance Through Best HRM Practices, Organizational Learning and Knowledge Management. European Business Review, 20(3), 185-207.
Vorhies, D, W. & Harker, M. (2000). The Capabilities and Performance Advantages of Market-Driven Firms: An Empirical Investigation. Australian Journal of Management, 25(2), 145-171.
Weerawardena, J. (2003). The Role of Marketing Capability in Innovation-Based Competitive Strategy. Journal of Strategic Marketing, 11(2), 15-35.
Wirtz, B. W., Pelz, R., & Ullrich, S. (2011). Marketing Competencies of Publishers and AD Sales Success: An Empirical Analysis. Journal of Media Business Studies, 8(1), 23-46.
Yayavaram, S. & Chen, W, R. (2015). Changes in Firm Knowledge Couplings and Firm Innovation Performance: The Moderating Role of Technological Complexity. Strategic Management Journal, 36(3), 377-396.