Firms' participation in global value chains marketing activities and performance: the roles of international experience and technological turbulence

This paper investigates the impact of marketing innovation on firms' participation in global value chains (GVCs) marketing activities. We test the moderating effect of international experience and technological turbulence on the relationship between firms' participation in GVCs marketing a...

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Bibliographic Details
Published in:	The journal of international trade & economic development Vol. 32; no. 4; pp. 553 - 574
Main Authors:	Linbing, Sun, Tienan, Wang, Feiyang, Guan, Liqing, Tang
Format:	Journal Article
Language:	English
Published:	London Routledge 19-05-2023 Taylor & Francis Ltd
Subjects:	Companies firm performance GVCs marketing activities Innovations international experience Marketing marketing innovation Organizational performance Participation technological turbulence Value chain
Online Access:	Get full text
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Summary:	This paper investigates the impact of marketing innovation on firms' participation in global value chains (GVCs) marketing activities. We test the moderating effect of international experience and technological turbulence on the relationship between firms' participation in GVCs marketing activities and firm performance, using data from 503 Chinese firms. The results highlight that firms' GVC marketing activity participation relies on marketing innovation to improve performance. Moreover, international experience strengthens the positive relationship between participation in GVCs marketing activities and firm performance. Surprisingly, the positive moderating effect is different under different levels of technological turbulence.
ISSN:	0963-8199 1469-9559
DOI:	10.1080/09638199.2022.2124438