FDI, service intensity, and international marketing agility
Metadatos
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Emerald
Materia
International marketing agility Service intensity Product quality China FDI
Date
2019Referencia bibliográfica
Li, R., Liu, Y. and Bustinza, O. F. (2019) FDI, service intensity, and international marketing agility. International Marketing Review, 36 (2). pp. 213238. ISSN 02651335
Résumé
This paper aims to provide a nuanced understanding of international marketing agility by
connecting organizational capability literature with that of standardization and adaptation. The focus of
the research is to clarify whether managing the tension between product standardization and service
customization generates an extra premium in international markets. Two disaggregated Chinese datasets, the Annual Survey of
Industrial Enterprises (ASIE) and the China Customs Database, are used for developing an econometric
model. Export quality improvement is the outcome variable in reflecting the effect of international
marketing agility on performance. This study makes three theoretical contributions by (1) clarifying
the concept of international marketing agility as an organizational capability generated by
manufacturing standardization and service customization; (2) investigating the influence of upstream
FDI intensity for export quality while taking into account the industry contexts; and (3) obtaining an
enhanced understanding of the service intensity of manufacturing firms on export quality.