This study aims to investigate the effect of the core capability of products in eco-friendly stores on perceived CSR and consumers’ purchasing behavior. It is also to verify the moderating mediation effect of store type (multi-category store vs. single-category store). The results indicate that generally, in eco-friendly stores, consumers perceive the core competency of the products, which increases perceived CSR and purchasing intention. In the single-category store (i.e., fashion only) compared to the multi-category store (i.e., food and fashion), consumers perceive that the core capability and CSR are higher and thus they have higher purchase intention.

This research paper examines the role of adaptive capability and absorptive capability in the development of digital marketing capability that, in turn, influences the firm performance. The results reveal that both adaptive and absorptive capabilities have a positive influence on digital marketing capability that positively contributes to customer relationship, new product and financial performance of the firm. The adoption of new digital technologies such as smart products, the Internet of Things (IoT), Artificial Intelligence, and machine learning will change markets, competitive landscapes, business models and consumer behaviors, new thinking about marketing capabilities becoming critical to succeed in today complex environment (Day, 2011; Kannan & Li, 2017). To remain competitive and survive, organizations have to develop new marketing capabilities to harness the potential of these technologies in supporting marketing functions and processes (Trainor, Rapp, Beitelspacher & Schillewaert, 2011). Despite the rapid diffusion of digital technologies in business practice, only few previous researches was focused on theoretical and empirical aspects of marketing capabilities needed in digital-empowered environment. To fill this knowledge gap, we develop the digital marketing capability construct, and explore its antecedents and consequences on performance.

The purpose of this study is to assess the role of marketing to the area of strategic alliances. We suggest that marketing capability – the ability to deploy resources to serve customers better- is a key determinant that facilitates value creation in strategic alliances. Specifically, we investigate the interaction effects of marketing capability on performance of strategic alliance experience and types of strategic alliances (introducing three types: SI-SF alliance, AI-SF alliance and AI-DF alliance), and whether these interaction effects are moderated by high vs. low technological industry. This study analyzed the panel data from 39 international firms and their 2,158 alliances during the period 1994 - 2014, 21 firms from computer industry (high-tech industry) and 18 firms from food industry (low-tech industry), respectively. The results indicate that the contribution of marketing capability on the relationships between alliance experience, types of strategic alliances and firm value varies with environmental contexts. First, when a firm has strong marketing capability, the effect of strategic alliance experience on firm value is greater than those of firms with low marketing capability. Also, the strength of its interaction effect is lower in high-tech industry than low-tech industry. Second, when a firm has strong marketing capability, the effects of three different types of strategic alliances on firm value are greater than those of firms with low marketing capability. However, their interaction effects to firm value were significant only in high-tech industry. Specifically, when a firm has strong marketing capability, the stock market reacts most favorably to the AI-DF alliance than those of SI-SF alliance and AI-SF alliance in high-tech industry. In contrast, even a firm has strong marketing capability, the stock market reacts favorably only to AI-SF alliance in low-tech industry. In sum, our research suggests that the interactive performance impact of marketing capability to the strategic alliance experience and the types of strategic alliances can be obtained in particular environmental contexts.

This research aims to examine the relationships among entrepreneurial orientation, organizational learning capability, firm innovation, and firm performance. To achieve a data collection, a mail survey procedure via questionnaire was implemented by using executives or managers of gems & jewelry industries, textile and clothing industries, leather and accessories, fashion apparel industries in Thailand as the key informants. Of the surveys completed and returned, 388 were usable. Hence, a model with a structural equation was used to evaluate the data survey of 388 respondents. The results reveal that, in terms of the mediating effect, organizational learning capacity and firm innovation can complement each other in order to improve entrepreneurial orientation. Findings show that entrepreneurial orientation improves firm innovation, which in turn improves firm efficiency. Firm innovation acts as a variable mediating between enterprise orientation and firm performance. Our findings contribute to the current emergence of organizational learning capacity that mediated the relationship between entrepreneurial orientation and firm performance. Entrepreneurial orientation is normally a firm performance that enterprises develop which can have use the information available and make an impact. It can be considered through the mediation of organizational learning capability, and firm innovation variable and as stated in previous literature, it can influence firm performance.

This study investigates the role of logistics capability and logistics outsourcing on the performance of manufacturing companies in Pakistan. It examines how logistics capability affects firm’s performance, why outsourcing is essential and how firms benefited if they outsource the service rather than establishing their own logistics capability. This research is based on a survey using structured a questionnaire to collect the primary data. The target population is logistics specialists of manufacturing companies in Pakistan with head offices based on Karachi, that have their own logistics or outsource their logistics. The questionnaire has been distributed to 500 respondents in 113 manufacturing companies in Pakistan. Confirmatory factor analysis has been used as statistical techniques to check the factor loading of the components, and SEM (Structural Equation Model) is used to check the impact of logistics capability on firm’s performance as well as the role of logistics outsourcing as a mediator. The findings of the research suggest logistics capability has positive impact on the performance of the manufacturing companies in Pakistan, and logistics capability has also an impact on logistics outsourcing. On the other hand, the study found that logistics outsourcing has no significant impact on the manufacturing companies in Pakistan.

The study aims to investigate the determinant factors in the organisation of a firm’s innovative activities, and the impact of innovation capability on firm’s performance of electronic firms in Ho Chi Minh city, Vietnam. How is the performance of electronic companies after delivering an innovation project? How will innovation capability affect firm’s performance in electronic companies? This study aims to seek the answer of these questions. We employ a Structural Equation Model and the PLS technique in order to validate the theoretical model proposed in this study. With observation of 374 valid firms, based on Cronbach’s Alpha analysis, EFA analysis, CFA analysis and SEM analysis, this study discovers 5 groups of factors including: (i) Institution factors; (ii) Attitude of leadership factors; (iii) Marketing factors; (iv) Technological resources factors; (v) Combination factors, which have direct impact on innovation capability of firms. There are 4 groups of factors that have positive impacts on financial performance of electronic firms, with descending order of importance as follows: (1) Attitude of leadership factors; (2) Quality of human resources factors; (3) Innovation capability; (4) Marketing activities factors. Research results are important implications for Government administrative agencies for business to consult and introduce effective support policies.