Effect of Proactive Marketing Management Capability on Marketing Survival of Instant and Convenience Foods Businesses in Thailand
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Published:
Oct 27, 2017
Keywords:
Proactive Marketing Management Capability Marketing Goal Achievement Marketing Survival
Main Article Content
Abstract
The main purpose of this research is to investigate the effect of proactive marketing management capability on marketing survival. Data were collected from 163 instant and convenience foods firms in Thailand by questionnaire mail survey. The ordinary least square regression is employed to analyze in this research. The results reveal that two dimensions of proactive marketing management capability including customer learning dynamism and market leading implementation have a significant positive association with marketing goal achievement and marketing survival, while product innovation intelligence only significant positive association with marketing survival. Furthermore, marketing goal achievement has a positive influence on marketing survival. This research helps to fulfill the understanding towards the proactive marketing management capability in the context of Thai instant and convenience foods firms.
Article Details
How to Cite
Krokaew, Y., Jhundra-Indra, P., & Boonlua, S. (2017). Effect of Proactive Marketing Management Capability on Marketing Survival of Instant and Convenience Foods Businesses in Thailand. JOURNAL OF SOUTHERN TECHNOLOGY, 11(2), 181–195. Retrieved from https://so04.tci-thaijo.org/index.php/journal_sct/article/view/95304
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Author’s right belongs to the author but Journal of Southern Technology holds the right of first publication and thus allow readers to use the article for the purpose of education but not commercial.
References
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_______. (2016). Principles of Marketing, 16th ed. Saffron House, 6-10 Kirby Street, London: Pearson.
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Lala, G. A., & Tanase, A. (2014). The concept of innovativeness in the marketing literature. Analele universitatii 'Eftimie Murgu' Resita. Fascicola II. Studii Economice, (1), 119-127.
Leiblein, M., Reuer, J., & Dalsace, F. (2002). Do make or buy decision matter? the influence of organization governance of technological performance strategic. Management Journal, 23(9), 817-833.
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.
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_______. (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.
McEvily, B., & Marcus, A. (2005). Embedded ties and the acquisition of competitive capabilities. Strategic Management Journal, 26(11), 1033-1055.
Min, S., Kalwani, M. U., & Robinson, W. T. (2006). Market pioneer and early follower sui-vival risks: a contingency analysis of really new versus incrementally new product-markets. Journal of Marketing, 70, 15-33.
Moon, H., Miller, D. R., & Kim, S. H. (2013). Product design innovation and customer value: cross-cultural research in the united states and Korea. Journal of Product Innovation Management, 30(1), 31-43.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of International Marketing, 54(4), 20-33.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347.
Nasution, H. N., Mavondo, F. T., Matanda, M. J., & Ndubisi, N. O. (2011). Entrepreneurship: its relationship with market orientation and learning orientation and as antecedents to innovation and customer value. Industrial Marketing Management, 40(3), 336-345.
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.
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.
Sampattikorn, S., Ussahawanitchakit, P., & Boonlua, S. (2012). Best internal audit practices and goal achievement sustainability: an empirical examination of Thai listed firms. Journal of International Business and Economics, 12(5),
40-66.
Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of r & d expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669.
Simpson, M, P., Siguaw, A, J., & Enzc, A. C. (2006). Innovation orientation outcomes: the good and the bad. Journal of Business Research, 59(10), 1133–1141.
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: an empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070.
Thipsri, N., & Ussahawanitchakit, P. (2009). An empirical assessment of NPD strategies of Thai electronics business: how do the strategies affect market outcome?. International Journal of Business Strategy, 9, 69-90.
Upson, J. W., Ketchen, Jr., David, J., Connelly, B., & Ranft, A. (2012). Competitor analysis and foothold moves. Academy of Management Journal, 55(1), 93-110.
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Wongtianchai, S., Ussahawanitichakit, P., & Jhundra-indra, P. (2015). A conceptual framework of entrepreneurial marketing strategy and marketing goal achievement. Allied Academies International Conference: Proceedings of the Academy of Entrepreneurship (AE), 21(2), 14-32.
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Atuahene-Gima, K., Li, H., & Luca, L. M. D. (2006). The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures. Industrial Marketing Management, 35(3), 359-372.
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), 64–482.
Bergen, M., & Peteraf, M, A. (2002). Competitor identification and competitor analysis: a broad-based managerial approach. Managerial and Decision Economics, 23, 157-169.
Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011). Proactive customer orientation and its role for creating customer value in global markets. Journal of the Academy of Marketing Science, 39(2), 216-233.
Bodlaj, M., Coenders, G., & Zabkar, V. (2012). Responsive and proactive market orientation and innovation success under market and technological turbulence. Journal of Business Economics and Management, 13(4), 666–687.
Bojovic, V., Pupovac, L., & Strugar, M. (2010). Understanding innovation drive of leading Serbian companies. Perspectives of Innovations, Economics & Business, 6(3), 35-37.
Chen, M. J. (1996). Competitor analysis and inter firm rivalry: toward a theoretical integration. Academy of Management Review, 21(1), 100-134.
Chun, H. L., & Chu, C. W. (2008). Forecast competitor service strategy with service taxonomy and ci data. European Journal of Marketing, 42 (7/8), 746-765.
Czarnitzki, D., Etro, F., & Kraft, K. (2014). Endogenous market structures and innovation by leaders: an empirical test. Economic, 81(321), 117–139.
Feng, T., Sun, L., Zhu, C., & Sohal, A. S. (2012). Customer orientation for decreasing time-to-market of new products: it implementation as a complementary asset. Industrial Marketing Management, 41(6), 929-939.
Gatignon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 36(1), 77-90.
Grein, A. F., Craig, C. S., & Takada, H. (2001). Integration and responsiveness: marketing strategies of Japanese and European automobile manufacturers. Journal of International Marketing, 9(2), 19-50.
Grinstein, A. (2008). The effect of market orientation and its components on innovation consequences: a meta-analysis. Journal of the Academy of Marketing Science, 6(2), 166–173.
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.
Hauser, J., Tellis, G. J., & Griffin, A. (2006). Research on innovation: a review and agenda for marketing science. Marketing Science, 25(6), 687-717.
Hills, S. B., & Sarin, S. (2003). From market driven to market driving: an alternative paradigm for marketing in high-technology industries. Journal of Marketing Theory and Practice, 11(3), 13-24.
Hoefele, A. (2016). Process and product innovation and the role of the preference function. B. E. Journal of Economic Analysis & Policy, 16(4), 1-5.
Hua, S. Y., & Wemmerlöv, U. (2006). Product change intensity, product advantage, and market performance: an empirical investigation of the PC industry. Journal of Product Innovation Management, 23,
316-329.
Ibidunni, A. S. (2011). Structure and strategy adoption: policy for achieving marketing goals: a study of multinational and indigenous food and beverage companies in Nigeria. African Journal of Business & Economic Research, 6(2/3), 49-72.
Jayaram, J., Oke, A., & Prajogo, D. (2014). The antecedents and consequences of product and process innovation strategy implementation in Australian manufacturing firms. International Journal of Production Research, 52(15), 4424-4439.
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.
Kaewmungkoon, S., & Ussahawanitchakit, P. (2014). Marker expansion strategy and marketing survival: evidence from beauty parlor businesses in Thailand. Journal of International Business & Economics, 14(2), 83-100.
Kittikunchotiwut, P., Ussahawanitchakit, P., & Pratoom, K. (2013). Strategic management creativity and firm survival: an empirical incestigation of the export fashion accessories business in Thailand. Journal of the Academy of Business and Economics, 13(3), 87-114.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation : the construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18.
Kotler, P., & Armstrong, G. (2004). Principles of Marketing, 10th ed. Upper Saddle River, NJ: Pearson.
_______. (2016). Principles of Marketing, 16th ed. Saffron House, 6-10 Kirby Street, London: Pearson.
Kotler, P., & Keller, K. (2008). Marketing Management. 13rd ed. Prentice Hall, NJ: Pearson International Education.
Kunstek, R. (2013). Forecasting competitors’ market share using multivariate linear time series analysis. Journal of Marketing Management, 12(2), 7-22.
Lala, G. A., & Tanase, A. (2014). The concept of innovativeness in the marketing literature. Analele universitatii 'Eftimie Murgu' Resita. Fascicola II. Studii Economice, (1), 119-127.
Leiblein, M., Reuer, J., & Dalsace, F. (2002). Do make or buy decision matter? the influence of organization governance of technological performance strategic. Management Journal, 23(9), 817-833.
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. (1996). Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21(1), 135–172.
_______. (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.
McEvily, B., & Marcus, A. (2005). Embedded ties and the acquisition of competitive capabilities. Strategic Management Journal, 26(11), 1033-1055.
Min, S., Kalwani, M. U., & Robinson, W. T. (2006). Market pioneer and early follower sui-vival risks: a contingency analysis of really new versus incrementally new product-markets. Journal of Marketing, 70, 15-33.
Moon, H., Miller, D. R., & Kim, S. H. (2013). Product design innovation and customer value: cross-cultural research in the united states and Korea. Journal of Product Innovation Management, 30(1), 31-43.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of International Marketing, 54(4), 20-33.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347.
Nasution, H. N., Mavondo, F. T., Matanda, M. J., & Ndubisi, N. O. (2011). Entrepreneurship: its relationship with market orientation and learning orientation and as antecedents to innovation and customer value. Industrial Marketing Management, 40(3), 336-345.
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.
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.
Sampattikorn, S., Ussahawanitchakit, P., & Boonlua, S. (2012). Best internal audit practices and goal achievement sustainability: an empirical examination of Thai listed firms. Journal of International Business and Economics, 12(5),
40-66.
Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of r & d expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669.
Simpson, M, P., Siguaw, A, J., & Enzc, A. C. (2006). Innovation orientation outcomes: the good and the bad. Journal of Business Research, 59(10), 1133–1141.
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: an empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070.
Thipsri, N., & Ussahawanitchakit, P. (2009). An empirical assessment of NPD strategies of Thai electronics business: how do the strategies affect market outcome?. International Journal of Business Strategy, 9, 69-90.
Upson, J. W., Ketchen, Jr., David, J., Connelly, B., & Ranft, A. (2012). Competitor analysis and foothold moves. Academy of Management Journal, 55(1), 93-110.
Viardot, E. (2010). Achieving market leadership: the next challenge for technology firms from growing countries. Journal of Technology Management for Growing Economies, 1(2), 9-28.
Wongtianchai, S., Ussahawanitichakit, P., & Jhundra-indra, P. (2015). A conceptual framework of entrepreneurial marketing strategy and marketing goal achievement. Allied Academies International Conference: Proceedings of the Academy of Entrepreneurship (AE), 21(2), 14-32.
Zaccaro, S. J., & Klimoski, R. J. (2001). The Nature of Organizational Leadership: An Introduction. San Francisco: Jossey-Bass.