International dynamic marketing capabilities and international performance during the pandemic: a study of export manufacturers from Poland

• DOI: 10.1108/imr-08-2022-0181
• Publication Date: 2023-09-26T09:30:33Z
• Authors: Mariola Ciszewska...; Dariusz Siemieniako; Piotr Wójcik
• Keywords: Dynamism; International business; Export performance; Dynamic Capabilities; Dominance (genetics)

Purpose This paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international marketing (IDMCs) affect of exporting firms in context extreme environmental dynamism during COVID-19 pandemic. Design/methodology/approach The authors focus a sample 277 manufacturers from post-transition economy Poland. use hierarchical multiple regression analysis test this study's hypotheses. Findings findings show that deployment IDMCs export jolts better performance, is mediated adaptation foreign markets product development capability. Additionally, results reveal significant positive indirect effect (through mediators) is, however, weakened under conditions dynamism. Research limitations/implications limitations pertain cross-sectional nature study research sample, characterised dominance final products, operating business-to-business sector, or business-to-customer sectors simultaneously. Practical implications provides suggestions managers build resilience turbulent times. These activities involve investments support centred around markets. Originality/value novel construct introduced operationalized. empirically tests direct contingent upon demonstrate boundary for effectiveness these such setting.