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Journal of the Academy of Marketing Science
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Globalization, Marketing Resources, and Performance: Evidence From China

Xueming Luo

University of Texas at Arlington, luoxm{at}uta.edu

K. Sivakumar

Lehigh University, k.sivakumar{at}lehigh.edu

Sandra S. Liu

Purdue University, liuss{at}purdue.edu

Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies. Second, despite the recent growth in globalization, the moderating role of globalization on the link between marketing resources and performance has not been investigated. Addressing these important gaps, this article focuses on an emerging economy (China) and explores the moderating effect of globalization on this link. Specifically, the authors develop several hypotheses highlighting the moderating role of globalization activities (global product sourcing, global market seeking, and global partnership) on the link between marketing resources (market orientation, entrepreneurial orientation, and innovative capability) and firm performance. The findings of the moderating role of globalization provide several important implications for marketing theory development and managerial practice.

Key Words: marketing resources • globalization • firm performance • resource-based theory • market orientation • entrepreneurial orientation • innovative capability • global sourcing • global marketing • global partnership • China • emerging markets

Journal of the Academy of Marketing Science, Vol. 33, No. 1, 50-65 (2005)
DOI: 10.1177/0092070304265050
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