As a result of the survey, it was found that the marketing capabilities required for B2B companies consisted of seven competency factors: Customer relationship management capability, brand capability, channel bonding, market orientation, new product development capability, A survey was conducted targeting 172 B2B small and medium-sized enterprises (SMEs) in the Daegu area that had previously supported frommarketing support projects with the cooperation of Daegu Science and Technology Supporting Center in Daegu Technopark.
Based on the study of overseas literature related to B2B marketing and FGI results of local small and medium-sized enterprises (SMEs) representatives and management consultants, the questionnaire items on B2B marketing capabilities were determined. In this study, the authors are presenting the marketing capabilities for SMEs in the B2B industry.
Previous researches related to marketing capabilities have focused on the marketing capabilities that companies in the B2C industry should have. This study examines the marketing capabilities required for B2B SMEs. Using primary data collected in the United Kingdom and China, our study indicates that export ventures' organizational-level experiential and informational knowledge, and individual-level experiential knowledge relevant to the market environment, is positively associated with export ventures' architectural marketing capabilities, which are in turn associated with the adaptive performance of export ventures. Our study addresses these knowledge gaps by developing a framework for export venture knowledge management and empirically examining relationships between different types of individual-level and organizational-level knowledge relevant to the market environment, architectural marketing capabilities, and the adaptive performance of export ventures. In particular, the extant literature has focused on individual technical and scientific components of the knowledge bases of firms in dynamic industries, and largely ignored both different levels of informational and experiential knowledge relevant to the market environment, and the increasingly important context of exporting. However, there is relatively little empirical evidence to support or refute several important propositions underlying KBV theory explanations of organizational performance. Knowledge-based view (KBV) theory posits that the acquisition and use of relevant knowledge is key to understanding organizational performance.
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