Prioritizing B2B marketing capabilities: Crossvergence in advanced and emerging economies

2022. Industrial Marketing Management.

Pedro Hidalgo C, Roberto Mora C

Abstract:

Marketing capabilities in business-to-business (B2B) settings are increasingly gaining attention of international busines manageres and scholars. However, research has not examined which B2B marketing capabilities are most influential across developed and emerging economies from a firm performance view. Selecting the most potentially relevant marketing capabilities is driven by an executive panel and prior literature. Drawing on the crossvergence phenomenon, this study presents an empirical test of a parsimonious conceptual model, identifying the key capabilities driving customer satisfation, sales revenue, and profitability at the strategic business unit /SBU) level. Using data from 702 senior managers in the United States (US), Denmark, and Chile, the authors find the convergnece and divergence of B2B markting capabilities influence. In particular, the results indicate that three capabilities are universal to marketing practice: (1) segmentation and targeting capability as the baseline for cultivating a higher-order marketing capability; (2) pricing as the main driver of SBU customer satisfation. Building over the findings, the study suggests that political view on the market, industry structure, and the more rational nature of B2B firms seem to be pivotal tenets of the marketing capabilities convergence.

Palabras claves: Marketing capabilities, crossvergence, Business-to-Business, advanced economies, emerging economies, Chile.

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