%0 Journal Article
%T Marketing Capabilities in International Marketing
%A Hui Feng
%A Kimberly A. Whitler
%A Neil A. Morgan
%J Journal of International Marketing
%@ 1547-7215
%D 2018
%R 10.1509/jim.17.0056
%X There has been a significant increase in scholarly research focusing on marketing capabilities as an important aspect of marketing theory¨Cbased explanations of firm performance. This growing research interest in marketing capabilities has also been reflected in the international marketing literature. However, it is unclear whether and how thinking and research about international marketing capabilities differs from that of marketing capabilities in a domestic market context. To explore this question, the authors conduct a review of studies of marketing capabilities in the most influential journals publishing research in international marketing. They supplement this with insights from interviews with executives in firms engaged to varying degrees in international marketing. The study suggests that there remain numerous important unanswered questions in conceptualizing and empirically researching international marketing capabilities
%K marketing capabilities
%K international marketing
%K marketing strategy
%K marketing performance
%U https://journals.sagepub.com/doi/full/10.1509/jim.17.0056