The Exploratory Study of Marketing Capability and Export Performance: Evidence from Thai Agro-Based Firms

Abstract

This is an exploratory study that attempt to correlate between marketing capability and export performance among agro-based exporting firms in Thailand. The findings show that product capability is ranked highest and is followed by distribution capability, pricing capability, and promotion capability respectively. Product capability is correlated with three dimensions of export performance, namely export profitability, export market share, and success in new export market. There is also a positive relationship between distribution capability and success in new export market. In addition, success in export market penetration is associated with pricing and promotion capabilities as well as success in new export market. Contrarily, none of the four marketing capabilities is associated with export sales growth.