کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1002263 | 937378 | 2009 | 13 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong](/preview/png/1002263.png)
Although Chinese manufacturers are considered as latecomers or followers in global commodity chains, they have also been experiencing rapid progress in upgrading performance from own equipment manufacturing (OEM), original design manufacturing (ODM) to own brand manufacturing (OBM). Current literature on the global commodity chain has focused primarily on economic conditions that help explain manufacture upgrade while giving limited attention to what marketing capabilities support and sustain firm competitiveness through upgrading. This article examines eight different marketing capabilities to assess influence on manufacture upgrade performance. A survey of electronics manufacturers in mainland China and Hong Kong shows the significance of individual marketing capabilities and implications of their interdependency for manufacture upgrade performance. In particular, product development, marketing communication and channel management capabilities are crucial for manufacture upgrade. The results also highlight the importance of selective marketing capability development and the potential of secondary support for the relationship between substantive and dynamic capabilities.
Journal: Journal of World Business - Volume 44, Issue 4, October 2009, Pages 463–475