Do marketing capabilities consistently mediate effects of firm intangible capital on performance across institutional environments?

This study examines whether marketing capabilities consistently mediate intangible capital on performance across institutional environments. A partial test of resource-advantage theory is conducted, examining the relationship between four intangible capital elements on marketing capabilities and consequent firm performance. The results, based upon samples of 239 importers in Japan and the U.S., indicate that human capital and relational capital influenced marketing capabilities, and that marketing capabilities influenced performance similarly across institutional environments. Organizational capital, however, was found to only influence marketing capabilities for U.S. importers. Furthermore, our results indicate full mediation in both samples. Implications for academics and practitioners are presented.